For Incrementality Testing, It’s One Step At A Time

Olivia Kory, Head of Strategy at House and a seasoned expert in ad tech, shares her insights on incrementality testing and its critical role in evaluating advertising effectiveness. She delves into the complexities of measuring causal relationships in digital campaigns, especially post-iOS 14. Olivia discusses the evolution of ad tech and the importance of rigorous testing for reliable assessments. She also highlights the contrasting advertising strategies of platforms like Instagram and TikTok, emphasizing the need for brands to creatively adapt in a constantly changing landscape.