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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.
by Maor Sadra Updated May 21, 2025
Why Did My Campaign Stop Performing ?
When a campaign reaches a peak in performance - it’s as if the stars aligned just for you.
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Updated Aug 24, 2025
Riding the (Organic) Wave
Something happened. It wasn't your doing - and all of a sudden - you’re enjoying a massive increase of traffic.
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by Maor Sadra Updated May 21, 2025
Unlock The Value Of Your Marketing Spend
Are Your Marketing Activities Biased Towards “Success”...
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Updated May 21, 2025
We Are Ready For The Apple IDFA & Google GAID Deprecation. Are You ?
This blog post is part of our mobile tutorial series explaining What is a Google Advertising ID or GAID
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Updated Oct 25, 2025
INCRMNTAL Raises Seed Round To Help Marketers Measure VALUE In A Post IDFA World
Almost every marketer knows the famous John Wanamaker quote from the 1800s: ‘half the money I spend on Advertising is wasted. The trouble is I don’t know which half’.
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by Maor Sadra Updated Aug 26, 2025
Correlation ≠ Causation
A few years ago, an internet meme series popped up showing spurious...
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