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A collection of blog posts written by INCRMNTAL and guests about the wonderful world of advertising, marketing measurement, omnichannel marketing strategies, marketing analytics and other industry insights.
Updated Aug 26, 2025
The POST IDFA Mat(c)h Problem
That opt-in popup is a thorn in the mobile advertising industry. Asking Users if they want to be tracked is probably the most sarcastic way to ask permission to do anything.
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by Maor Sadra Updated May 21, 2025
Last Touch , Media Mix, Incrementality - What’s The Difference ?
The three different methodologies are not “better” or “worse”...
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Updated Aug 25, 2025
Tracking the “Untrackable” - How Can a Marketer Evaluate Non-Attributable Inventories?
We recently got four industry thought leaders together for a roundtable discussion.
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Updated Aug 25, 2025
Is Control The Ultimate Weapon For A Marketer ?
We recently got four industry thought leaders together for a roundtable...
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by Maor Sadra Updated Aug 25, 2025
“Brand” vs. “Performance”
Mobile marketing and monetization in a non-personalized future have been a hot
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