The Different Approaches to Incrementality Measurement

I think incremental is not a medium mix model solution, right? They actually have a really great kind of blog post about the differences in the different approaches. So would you have made the same money without spending this money on advertising or what percentage of that advertising budget does it produce marginally new net new outcomes to you? That's a very different proposition than an MMM, which says, okay, look, based on your historical mix, we think that you should allocate your budget across these channels in this way,. It's very different. And they're not mutually exclusive either, right? But but that's that's less I mean, we're talking about this through the lens of incremental the company