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The Science behind Incrementality: Today and in the Future

Incrementality as a measurement method for programmatic ad campaigns has been in use for years.
Compared to the fraud-prone last-click attribution, incrementality helps you make better decisions in campaign optimization.
Now that the industry is undergoing a pivotal change that leaves a major impact on ways to measure, the choice of methodology can make a significant difference. From a nice-to-have, incrementality is now a must-have.

Data scientists are giving a lot of attention to incrementality methodologies to measure and verify accurately marketing campaigns performances.
Join our panelists as they discuss its advantages from their firsthand experiences, and the opportunities that lie ahead in the near future.


  • The drivers of incrementality in advertising
  • The different methodologies of incrementality
  • The technical aspects of incrementality
  • The future of incrementality after iOS14.5