Performance Advertisers Are Turning To Lift Tests To Defend The Spend

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Two years ago, lift tests weren’t something OLX Group even talked about. Today, lift tests, which measure the incrementality of a marketing channel or advertising tactic, are in heavy rotation at the Argentinian web company, which owns and operates 17 classified apps and sites around the world, including Craigslist competitor Letgo in the US. PerformanceContinue reading »

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Getting To The Holy Grail: How Publishers Measure The Incremental Value Of Ad Tech Partners

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If a new ad tech partner generates $50,000 in revenue for a publisher, is it safe to assume that gross revenue will increase by the same amount? Publishers that unify their analytics and rigorously test those partners increasingly are finding that the answer is no. “There is no such thing as purely incremental revenue,” saidContinue reading »

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