What does it mean?
Incrementality is all about measuring the causal impact of your advertising investment, whether that’s on site visits, conversions, or bottom line sales. There are lots of different methodologies to do this, but they all involve comparing a control group who didn’t see your ad, with an exposed group who did - and seeing how many additional actions the exposed group took.
How do we do it?
Our in-view methodology for incrementality measurement makes it easier to optimize towards value in-flight and show real business growth. We use the natural viewability exposure of your campaign to create an exposed and control group. Any non-viewable ads served becomes the control group, and viewable ads become the exposed group. We use data science to normalize the groups and make sure they are statistically the same, and then measure the uplift between the two.
What does that mean for you?
Our methodology is designed to be transparent, cost-effective and easy to implement because it has no additional set up beyond your normal campaign parameters. This also makes it easy for us to plug in our optimization algorithm and actually improve your incremental lift - aka your results - during the campaign, bringing your measurement strategy in tandem with your performance.