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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 May 21, 2025
Winning, Claiming, And Causing Are NOT The Same
Assuming you set up your attribution well.
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Updated Oct 25, 2025
Thank You Apple
During the last WWDC conference you threw a bomb and put the in-app performance...
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by Maor Sadra Updated May 15, 2024
The Best Mobile Attribution Platforms in 2020
Mobile attribution is the process of tracking and matching inventory to action , such as a click...
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by Maor Sadra Updated Aug 24, 2025
Incrementality Software
Advertising measurement was not invented with digital marketing. Advertisers have utilized methods of measurement for the past 100 years.
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by Maor Sadra Updated Oct 25, 2025
The Value in Incrementality
Why does McDonalds spend almost half a billion dollars on Advertising if they can’t attribute the ads customers saw to the happy meal they got ?
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by Maor Sadra Updated Aug 24, 2025
Incremental Measurement
Incrementality is the holy grail of marketing. Marketers would love it if they could know that every new customer was correctly attributed to the channel that caused them to convert.
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