Learn how to test the incrementality of paid media channels with insights from Nick Stoltz, Chief Strategy Officer at Measured. Dive into the details of random controlled trials, power analysis, and sample size requirements. Explore the challenges and benefits of incrementality testing, the impact of market upheavals, and the evolving strategies in response to iOS 14.5. Discover the importance of hypothesis frameworks, holdout tests, and scale tests for measuring ad impact on sales. Embrace a culture of experimentation in marketing to drive business growth and stay ahead of the competition.