December 25, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

ZIP Codes: The Simple Fix For Advertising ROI Measurement

One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments. These experiments are cost-effective, straightforward and reliable, if done right. Geo media experiments typically use large marketing areas, such as Nielsen’s Designated Market Areas (DMAs). Unlike traditional matched market testing, this modern approach involves […]

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