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Updated Aug 25, 2025
Continuous Incrementality Measurement
Why Incrementality Now? Background to tracking, attribution, and changes in regulations around privacy made by Apple and Google.
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Updated Apr 26, 2023
Measurement In A Post Identifier World
Go through the History of Identifiers: UDID, IMEI, AdTruth ID, Mac Address, Android ID, IDFA. Identifiers changed through the short history.
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Updated Aug 20, 2025
Build vs Buy: Incorporating machine learning to your marketing operation
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