Control Group Cookies Impressions 
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.,
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.
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Single Grain
AUGUST 4, 2025
The sophistication extends to incrementality testing, where AI agencies run controlled experiments to measure the true lift generated by specific campaigns or channels. AI agencies address these challenges through unified attribution frameworks that connect spend, impressions, and conversions within single measurement systems.
Single Grain
APRIL 27, 2025
The right bid strategy can significantly improve your ROAS by ensuring you’re paying the right price for each impression or click. View-through attribution : Account for impressions that influenced conversions even without clicks. Control groups : Maintain proper control groups for accurate measurement.
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?
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. Unfortunately, there is no third-party data panacea.
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?
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