While there are several different approaches to take in the post-privacy world — from probabilistic attribution to media mix modeling — incrementality is, and will become, an even more important tool in the marketer’s measurement toolbox.
What’s Next After the Cookie Goes Away? Incrementality
While there are several different approaches to take in the post-privacy world — from probabilistic attribution to media mix modeling — incrementality is, and will become, an even more important tool in the marketer’s measurement toolbox.