Which of these definitions describes incrementality?

  • It’s near real-time attribution to fuel short-term business and bidding decisions
  • It’s a way to test variations of ad creative against each other
  • It’s a top-level modeling to understand what drives sales including media and all possible external factors
  • It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign

The correct answer is:

  • It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign.

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