We all know the nagging, central critique of advertising, made over 100 years ago: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
We’ve got computers now. Shouldn’t we be able to solve this? The real-time, data-rich nature of real time bidding ought to provide some advantage in measurement relative to the meager toolset available to John Wanamaker when he uttered the quote above.
There might be something there. Measuring incrementality is now possible through various means, with various levels of confidence and tradeoffs. If that answer sounded vague and unhelpful, worry not: we’re announcing an incrementality webinar and incrementality whitepaper to dive deeply into this issue.