Playwire

JUNE 23, 2025

Key Points Playwire's machine learning bid shaping algorithm delivered a 12% increase in RPS for publishers over standard bidding: Sites using bid shaping saw a 21% increase in Revenue Per Session in the experimental time period, while sites in the control group saw only a 9% improvement in RPS.

Machine Learning

Single Grain

JULY 6, 2025

More importantly for B2B marketers, programmatic DOOH campaigns that combined Hivestack’s DSP with Bombora’s B2B intent data delivered an 11.2% What makes this particularly powerful for B2B marketers is the ability to combine location intelligence with business intent data. out-of-home ad spend in 2024, reflecting a 7.5%

ROI

Ad Monsters

JUNE 26, 2025

Early Data: Nine Percent and Climbing More than 1,000 publishers participated in the closed beta, exposing a slice of their traffic to Offerwall while holding back a control group. Market trends keep changing how audiences arrive and engage,” he said. On average, sites realized a 9% lift in overall revenue.

Control Group

Digital Remedy

FEBRUARY 24, 2025

In Part 2 , we explored how to create accurate control groups using ghost bidding to eliminate bias and avoid skewing incrementality analysis. Now, in this final installment, we’ll show you how to apply incrementality analysis in real time to optimize your campaigns, improve ROI, and make smarter marketing decisions.

CPA

Single Grain

JULY 29, 2025

Their LinkedIn-native integration and focus on Account-Based Marketing automation addresses the specific challenges enterprise teams face when scaling personalized experiences. Karrot.ai – Best Overall Choice ⭐ Why Karrot.ai Leads: Karrot.ai We’re seeing faster deal progression and clearer attribution than ever before.”

Conversion Rate

Digital Remedy

DECEMBER 30, 2024

Isolating the Impact As a marketer, the line between correlation and causation can get very blurry. Therein lies the challenge: How do marketers know which specific ads, or which specific campaigns actually drove the conversion, when so many other campaigns and ads are running concurrently? Warning: this post involves (basic) math.

Conversion Rate

Single Grain

JULY 29, 2025

According to eMarketer research , 69% of marketers worldwide already use or plan to use generative AI for audience targeting, making AI-driven quality assessment a competitive necessity rather than a nice-to-have advantage. Best For: Mid-market companies focused on converting anonymous website traffic into known prospects.

Audience

Single Grain

JULY 31, 2025

While most B2B marketers still rely on static campaigns that treat every target account the same, forward-thinking organizations are deploying edge AI to personalize LinkedIn ABM experiences in real-time. The milliseconds between a prospect’s click and their first impression can make or break a $2 million deal.

Conversion

PubMatic

MAY 5, 2025

Todays marketers are navigating a perfect storm of uncertainty, and the pressure to do more with less has never been greater. In times like these, marketers are, essentially, captains navigating choppy seas without a lifeboat in sight. With our Activate platform, marketers arent locked into one way of buying.

Control Group

Single Grain

AUGUST 2, 2025

” – Marketing Operations Leader, Enterprise SaaS What makes AI scoring particularly powerful for LinkedIn ABM is its ability to process engagement signals that traditional scoring systems miss. . Test scoring accuracy against a control group to validate model performance. They weight it based on predictive value.

Conversion

Single Grain

APRIL 12, 2025

Intuition and creativity have their place in account-based marketing, but data and analytics are what genuinely drive exceptional results. While many marketers understand the basic principles of LinkedIn ABM, fewer have mastered the data-driven methodologies that separate high-performing campaigns from average ones.

Machine Learning

Martech

APRIL 17, 2025

And I’m not alone 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to the CMO Council’s “CMO Intentions 2024” report. Most marketers approach branded search with a healthy dose of skepticism. Attribution. Oh, attribution. Processing. The problem?

Retargeting

Martech

JULY 5, 2022

As email marketers, we know we need to personalize the messages we send to subscribers and customers. But what marketers often don’t understand, especially if they’re new to personalization, is that personalization is not an end in itself. Your objective is not to personalize your email campaigns and lifecycle messages.

Marketing

Digital Remedy

MAY 31, 2022

In our first Intro to Incrementality piece , we explained what incrementality analysis is and how marketers can use it to make more informed decisions about what success means for their media campaigns. 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

Martech

JUNE 30, 2022

This displayed a marked improvement over the control group, which only had 14% top-of-mind awareness. Still a potent source of brand impact for marketers. Get the daily newsletter digital marketers rely on. Source: Kantar Context Lab/Taboola. Impact of native ads. Processing.Please wait. See terms.

Brand Awareness

Martech

MAY 12, 2022

But in the brain fog that inevitably accompanies COVID, my thoughts have naturally turned to email marketing. Get the daily newsletter digital marketers rely on. In marketing, intent is the name of the game. Growing and recognizing intent, messaging and acting on intent – are critically important for email marketers.

Control Group

Martech

JUNE 29, 2023

Having more scalability frees you up to work on capability development,” said Alp Mimaroglu, director of marketing for wholesale food distributor Sysco, at The MarTech Conference. It’s not just about ramping up marketing automation for messaging your customers. All of these processes should be as scalable as possible.

Retargeting

Martech Series

JANUARY 19, 2023

Marketers want to stand out in the shift to streaming. The Beyond the :30 on Streaming TV report examines how marketers can make streaming TV ad experiences more engaging and impactful. The takeaway for marketers is clear — the key to winning the entire streamers’ journey is surprising and delighting beyond the traditional TV spot.”

Video Ads

illumin

MAY 9, 2024

With ongoing integrations of AI in advertising and advanced marketing tools like journey advertising platforms, marketers and brands worldwide are constantly innovating and getting ahead of the game. Brand lift is one of several indicators of how well your marketing campaign is doing and how it is viewed by your customers.

Brand Lift

Martech

JANUARY 3, 2023

Consumer packaged goods (CPGs) have historically relied on third-party data for their brand marketing efforts. This strategy is due for a change as the data and marketing landscapes evolve. Dig deeper: How B2B marketers can activate first-party data in their CDP. How to ensure first-party data drives ongoing ROI for CPGs.

ROI

Martech

APRIL 18, 2024

Features include synthetic control groups that eliminate data variables; Incremental models that consider many external variables like seasonality; and the ability to run multiple data experiments and get results within minutes. Adjust’s InSight is a mobile analytics solution.

MarTech

The Ad Tech Blog

MAY 30, 2024

In a study, rats treated with low-dose MB showed a 66% improvement in memory retention compared to a 31% improvement in the control group. The sheer volume of ads can dilute the impact of individual campaigns, making it challenging for marketers to achieve effective ad memory retention. How can SMEs improve their media planning?

Audience

Digital Remedy

MAY 31, 2022

In our first Intro to Incrementality piece , we explained what incrementality analysis is and how marketers can use it to make more informed decisions about what success means for their media campaigns. 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

Single Grain

JUNE 13, 2023

Online marketers need to stay updated about the latest marketing and internet advertising trends to minimize ad spend and maximize economic growth. WebFX ) For Search Ads, the average cost per acquisition across all industries and target markets is $41.40. Expert Market Research ) 7.33 Expert Market Research ) 7.33

Advertising

Digiday

NOVEMBER 15, 2022

European marketers turned to data-based content strategies across a wide range of channels to help drive engagement for brands. For many companies in this year’s Digiday Marketing and Advertising Awards Europe shortlist, attracting Gen Z consumers and highlighting their meaningful practices are also top priorities. Warner Bros.

Advertising

Martech

MARCH 6, 2024

I know why many email marketers hesitate to send more messages and it has nothing to do with revenue. Your schedule will be unique to your brand, market, customers and the products or services you offer. If you could increase your revenue from email just by sending messages more often, you’d do it, right?

Conversion Rate

MNTN

FEBRUARY 6, 2024

Well, in marketing, it’s most certainly not! As a marketer, operating in the dark is a proven recipe for wasted budgets and unfulfilled potential. The more you know about the performance of your go-to actions on different marketing channels, the better you can refine your strategies and allocate your resources.

Marketing

Ad Monsters

JUNE 27, 2024

We chatted with Brenner about the roles of retail media, shopper marketing, and category teams in modern merchandising. AB: What roles do retail media, shopper marketing, and category teams play in the context of merchandising within the retail sector? One is a straightforward control test, which is easier to execute.

Retail

AdvertiseMint

OCTOBER 21, 2023

Why is Incrementality Crucial for Marketers? Understanding the true impact of your marketing efforts is paramount. Incrementality, a data-driven concept, has emerged as a pivotal metric to help marketers discern this impact. It answers the question: What would have happened without this marketing initiative?

Control Group

All About Advertising Law

DECEMBER 12, 2013

The NAD recently clarified that not only must your clinical test show results but the results must differ from the control group by a statistically significant (to the 95% confidence level) amount. Even if both groups show weight loss, the supplement manufacturer needs to show that its product caused additional weight loss.

Control Group

All About Advertising Law

OCTOBER 24, 2022

Cooper stressed the need for causal, “but-for” evidence showing that children exposed to advertising behaved differently than a control group, and to avoid the assumption that exposure to advertising in and of itself is harmful.

Media

Single Grain

JUNE 28, 2019

You could run a controlled experiment that shows different versions of a webpage to different control groups. Group A sees your standard page with a 150-word product description; Group B is redirected to a duplicate of the page with a 400-word product description. Let’s put that into practice.

SEO

Digiday

NOVEMBER 17, 2022

Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. So for the first time, marketers are really holding CTV’s feet to the fire and asking, am I investing in it as effectively as I can be?”.

A/B Testing

Digital Remedy

JANUARY 27, 2023

Here’s the transcript: [00:00:10] Gabby Turyan, Director of Product Marketing : Incrementality addresses two major concerns, especially when you’re trying to assess a single, possible experimental media type. How much more revenue am I generating with this marketing strategy? Prefer to read?

CPA

MNTN

DECEMBER 19, 2022

It works by enabling marketers to confidently evaluate their campaign’s results alongside the results earned by a dynamic control group of similar audiences who have not seen your ad. This provides a holistic view of campaign performance to guide optimization for your overall cross-channel marketing strategy.

Control Group

MNTN

FEBRUARY 16, 2023

Performance Marketing Manager, Trevor Kaufman, has been using MNTN to target nutribullet’s ideal audiences on Connected TV and successfully drive a significant volume of measurable purchases on nutribullet’s website. We had the opportunity to chat with Kaufman about how he uses MNTN’s incrementality reporting to: 1.

Control Group

MNTN

FEBRUARY 16, 2023

Performance Marketing Manager, Trevor Kaufman, has been using MNTN to target nutribullet’s ideal audiences on Connected TV and successfully drive a significant volume of measurable purchases on nutribullet’s website. We had the opportunity to chat with Kaufman about how he uses MNTN’s incrementality reporting to: 1.

Control Group