Topic
Tag: Incrementality
10 stories
A 6:1 ROAS shouldn’t write your 2027 media plan
A 6:1 search ROAS may flatter the channel but hide weak audience strategy. Here's how to plan 2027 budgets around customers, not channels.
$44.2B Cyber Week: Test Incrementality Early
Cyber Week 2025 hit a record $44.2B. Before peak, holdout tests reveal which channels create true lift—and stop last-click over-crediting.
6 AI-Powered Performance Marketing Mistakes That Erode Growth
A practical checklist on why platform metrics can look strong while business results stall, and where human judgment must re-enter AI-led campaigns.
Walmart’s ad business grew 38% as it pitches direct
Walmart Connect is bypassing agencies to pitch brands directly on lift studies before holiday ad deals, as Q4 ROI scrutiny rises.
What Agencies Winning on TikTok Do Differently
Agency leaders from Power Digital and Adquadrant share how TikTok-first media buying, incrementality tests and AI creative drive growth.
AI Has Shifted Media Planning from Experimentation to Proof
AI adoption no longer earns credit. The next fight is proving outcomes, fixing incrementality standards, and separating media value from ease of buying.
Commerce Media Is Redefining Retail Media Evaluation
Retail media is evolving into commerce media. Marketing leaders need new criteria: purchase intent, incrementality and transaction proximity.
Commerce funnel collapse demands unified measurement
Social and agentic commerce compress discovery and purchase; brands must shift from siloed attribution to incrementality and purchase-data-led measurement.
AI Is Reinforcing Big Tech’s Grip on Ad Growth
New Madison & Wall estimates show Google, Meta and Amazon captured 56% of US advertising revenue in 2025, as AI-driven buying accelerates.
DSP Bets on Search Intent Over Returns Hype in New Campaign
DSP Mutual Fund split its Multi Asset campaign by investor intent, using AI to sort 100+ search queries. Marketing head Abhik Sanyal on data…