Reddit has launched first-party tools to measure incremental impact, MediaPost reports, and the company's own internal analyses are what justify them.
Measuring incrementality is the right goal. I've argued against last-click for years.
But the party grading the test is the one selling the media. That's the fox guarding the henhouse.
That doesn't mean Reddit's numbers are wrong. It means nobody outside Reddit can verify them, including the person who has to defend your budget.
So before you move spend based on any platform's lift report, get a second read from someone with no stake in the answer. Tie it to your own analytics data, not theirs.
That's why we built a direct API integration with publishers. The advertiser authenticates Google Analytics, the data flows in, and an independent vendor does the measuring.
If the independent number matches the platform's, you've gained confidence. If it doesn't, you just avoided a bad reallocation.
Responding to Reddit Introduces First-Party Measurement Tools, MediaPost.com