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Articles
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.
Updated Jan 21, 2026
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 Jan 13, 2026
Paid Partnerships on Instagram: How to Measure Incrementality, Not Just Engagement
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by tvScientific Updated Jan 13, 2026
CTV optimization grew up (Guest Post)
Where CTV Is Headed: Performance + Incrementality = Truthful Impact, Worthy of Your Budget
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Updated Jan 1, 2026
DOOH Goes Performance
Bidding on your local bus stop advertising location
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Updated Jan 13, 2026
Fake CTV, Real Fraud
CTV works but fraud thrives attribution rewards deception over impact
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