Digital Remedy

FEBRUARY 19, 2025

In Part 1 of our Intro to Incrementality series , we covered the basics of how incrementality analysis helps marketers uncover the true impact of their advertising by comparing two groups: Exposed Group those who saw ads. Control Group those whodid notsee ads. External Noise : Uncontrollable variables (e.g.,

Control Group 66

Control Group A/B Testing Impressions Cookies 66

Single Grain

JUNE 16, 2025

Third-party cookies are now largely obsolete, and global privacy regulations are becoming increasingly stringent. As a result, marketers face a stark reality: 85% of advertising professionals favor first-party data identifiers as the primary solution to replace cookies , according to recent research by Statista.

Retargeting 52

Retargeting Cookies Click Through Rate Control Group 52

Digital Remedy

MAY 31, 2022

We mentioned how, at the very heart of this analysis, there is a comparison between two groups: Exposed Group – those who saw ads. Control Group – those who did not see ads. Controlling The Control. Random Suppressed Groups. Real-World Example. Remember our basketball example?

Control Group 98

Control Group Impressions A/B Testing Ad Space 98

Martech

JANUARY 3, 2023

But the slow deprecation of third-party cookies has whittled away at the quality of many third-party audiences, forcing CPGs to look elsewhere for efficient yet scalable solutions. brand lift survey, ad impression/frequency management) rely heavily on third-party cookies. On top of that, many of the media measurement approaches (e.g.,

ROI 102

ROI Control Group Audience Cookies 102

Digital Remedy

MAY 31, 2022

We mentioned how, at the very heart of this analysis, there is a comparison between two groups: Exposed Group – those who saw ads. Control Group – those who did not see ads. Controlling The Control. Random Suppressed Groups. Real-World Example. Remember our basketball example?

Control Group 52

Control Group Impressions A/B Testing Ad Space 52

Single Grain

APRIL 27, 2025

Technique 9: Leveraging First-Party Data First-party data becomes increasingly valuable for ROAS optimization as third-party cookies phase out. Control groups : Maintain proper control groups for accurate measurement. Amazon : Optimize product listings and leverage sponsored products.

Retargeting 52

Retargeting Conversion Rate Machine Learning Conversion 52

Single Grain

MAY 16, 2023

Compare this figure to the control group, which saw a mere 14% top-of-mind awareness. Google Chrome will stop using third-party cookies by the end of 2024. This is significant since advertisers have relied on third-party cookies to learn about users’ online behavior and browsing habits.

Native Advertising 52

Native Advertising Advertising Video Ads Machine Learning 52