How Incrementality Tests Helped Newton Baby Ditch Branded Search
In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.
Let’s Live In A Data Democracy
Serial ad tech entrepreneur Kamakshi Sivaramakrishnan founded two startups roughly a decade apart, both for a similar reason: making data available across the enterprise in a way that’s also respectful of the consumer.
Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?