From accountability to incrementality: How can better measurement help businesses grow?

Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.

Abstract

In this paper, we redefine advertising measurement as incrementality and demonstrate how we measure it at Google whilst providing some examples. Advertising measurement has long been used purely to provide accountability: to prove that advert

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