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Whitepapers
Dive deeper with our white papers, where we investigate and explain the advertising industry, marketing measurement, attribution, analytics and other industry insights.
Updated Oct 25, 2025
We're All Mad Here: The Professional Football Player
In this wildly casual interview, Adam shares his experience, how to develop your network, attribution vs. measurement, and how to run a company while fathering 3 young (beautiful!) kids
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Updated Oct 25, 2025
We're All Mad Here: The Ginger Guy
Happy to feature Dr. Tim Wiegels, VP Data at FreeNow asking what is it like managing a team of 80+ data scientists? Was the loss of the IDFA a blessing or curse? and more
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Updated Oct 25, 2025
We're All Mad Here: The Skeptical Marketer
We're happy to feature Radostina Zhekova, UA Manager telling how she got to where she's at, her thoughts about gaming in the pandemic, media mix modeling and her experience with data.
Play
Updated May 21, 2025
Demystifying Problematic Measurement: Deterministic, Fingerprinting, and Probabilistic
“Perception is Reality” is a quote by Harvey LeRoy (Lee) Atwater, an American political consultant and strategist for the republican party.
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Updated Aug 26, 2025
INCRMNTAL secures $4.1 million seed funding as it enters next phase of hyper-growth
25th July 2022: INCRMNTAL, a leading incrementality measurement platform, which allows...
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by Maor Sadra Updated Jun 30, 2025
Should You Advertise During The Holidays?
Seasonality is an elusive and vague term we often use in marketing.
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