Data & Measurement
Marketers Must Test Incrementality Before Peak Spending
Waiting until Cyber Week is too late. Run holdouts early enough to see which channels create lift, then move budget before the expensive days arrive.
Section
Data & Measurement
3 stories from the past week in Data & Measurement, from 1to1.
AdExchanger Reports Streaming Services Haunted By Ghost Audiences
CTV upfront spend surpassed linear for the first time this year. And yet the industry continues to value audiences using metrics built for a bygone era.
More marketing spend brings more challenges and complexity
Technology and organizational challenges seem to grow with marketing spend, despite more access to tools, according to data from StackAdapt.