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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
2022: The Year of the Marketing Data Scientist
As we roll into 2022, we take stock of the things we achieved in 2021 and...
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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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