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Research papers

From accountability to incrementality

Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...

Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 15, 2020
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Citation

Nguyen, M. (2020a, September 15). From accountability to incrementality. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-accountability-to-incrementality-11580


Videos

From accountability to incrementality

Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...

Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 14, 2020
×

Citation

Nguyen, M. (2020a, September 14). From accountability to incrementality. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-accountability-to-incrementality