Topic
Every post on the Index about incrementality measurement.
Jeff argues that once ChatGPT ads can be bought through Magnite and PubMatic, they are just another source of impressions. They need independent incrementality measurement, since publishers grading themselves is a conflict of interest, and imperfect data is acceptable.
Jeff supports incrementality measurement but points out that Reddit grades its own tests while selling the media. Its numbers may be right, yet outsiders can't verify them. Jeff recommends an independent vendor measuring against the advertiser's own analytics data before any reallocation.
Todd argues that marketers relying on demographic targeting miss the preferences of America's growing soccer audience. In a pilot study with a sports apparel brand, adding AI to media planning appeared to improve incrementality, though Todd notes results are far from perfect.
By Todd Kirk