14min chapter

AdExchanger cover image

Kickstarting Instacart’s Advertising Ambitions

AdExchanger

CHAPTER

The Value of 'New to Brand' Metric

This chapter discusses the metric 'new to brand' and its significance for advertisers, serving as a proxy to understand new consumer behavior. It explains how it benefits both emerging and established brands and highlights the importance of incrementality measurement as a gold standard for ad metrics.

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