Question: Which of these definitions describes incrementality?
- It’s near real-time attribution to fuel short-term business and bidding decisions
- It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign
- It’s a way to test variations of ad creative against each other
- It’s a top-level modeling to understand what drives sales including media and all possible external factors
The right answer was: It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign