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Articles and opinion pieces on all things advertising, marketing measurement, analytics and other industry insights. In this section you can also find company and team updates.
by Maor Sadra Updated Dec 29, 2025
Rise of a Gen AI Powered Mega-Publisher
My prediction about the new sort of personalized doom scroll app
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Updated Dec 24, 2025
Black Friday 2025: INCRMNTAL Insights
Black Friday insights: what scaled, what worked, and what lifted.
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by Maor Sadra Updated Dec 22, 2025
In-App Advertising: How to Advertise in Apps and Mobile Apps for Maximum Incrementality
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by Maor Sadra Updated Dec 17, 2025
Paid Partnerships on Instagram: How to Measure Incrementality, Not Just Engagement
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Updated Dec 28, 2025
Fake CTV, Real Fraud
CTV works but fraud thrives attribution rewards deception over impact
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Updated Dec 9, 2025
Bing, the Unsung Hero
Bing drives surprising incremental lift, despite tiny budget allocation.
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