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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 Aug 26, 2025
Why True Attribution Focuses On Incrementality: The Importance Of Measuring Every Step Of The Way
Marketers know all too well the challenges of cutting...
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by Maor Sadra Updated Oct 26, 2025
Conversion Lift Testing - Brand LIft Testing - What's the Difference ?
The marketing industry excels at creating buzz words.
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Updated Aug 26, 2025
Why Did I Start INCRMNTAL?
With 20 years of technology experience in a variety...
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Updated Aug 25, 2025
How FinTech Companies are Challenging Traditional Banking - Panel Recap
The world of FinTech is continuously evolving and we see more and...
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by Maor Sadra Updated Oct 25, 2025
Measuring the Impact of Facebook’s Blackout
On the 4th of October the world stopped for 5 hours. Facebook services were down globally.
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Updated Aug 26, 2025
Facebook and Google are Losing Attributions to Unity, AppLovin and Other Networks After ATT
During WWDC2020, Apple announced the deprecation of the IDFA with announcing...
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