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S3 E6: All The Google Hot Takes with Ex Googler Ben Kruger
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How to Measure Incrementality on Facebook
I think incrementality is less important on something like Facebook, especially when it's a majority of your budget. We can do it to make sure we'll learn our incrementality factor and we can learn our iROS target. And then that can inform our actual ROS target or our in-platform ROS target or in-platform target. That's how we started with TikTok and then even YouTube.
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