The true meaning of incrementality and the rise of AI in MMMs
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The true meaning of incrementality and the rise of AI in MMMs
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Incrementality is often misunderstood—with many misusing the term, relying on attribution reports instead of true controlled experiments. So how can brands ensure that they are running an incrementality test correctly? In the latest episode of First-Party Pod, Gloria and Rio break down the differences between incrementality, MMMs, and attribution and how the three can work together to prove the effectiveness of advertising.
They also explore the downfall of last-click attribution, the rise of clean rooms, and how first-party data collaboration improves measurement accuracy. With cookies disappearing, they discuss what all these changes mean for the future of advertising and whether AI-driven measurement tools can truly replace traditional analytics.
Plus, a look at The Trade Desk’s stock plunge, outcomes vs quality, High Touch’s latest investment, and the future of AppLovin’.
Tune in for the First-Party takes!