DraftKings
When the Game Changes the Game

DraftKings doesn't advertise in isolation. Every paid campaign runs against a backdrop of live games, major matchups, linear TV spikes, and audio exposure that shifts fan behavior in real time. Traditional attribution reads that noise as marketing success, inflating the impact of paid media during the moments that matter most.

See how DraftKings worked with INCRMNTAL to cut through the noise, measure true incrementality across digital, linear, and audio, and optimize with confidence when the stakes are highest.

Highlights:

• How to separate marketing-driven lift from organic, sports-driven demand
• Measuring linear TV and audio beyond last-touch signals
• Why cross-channel visibility matters most during peak sports moments
• Moving from reactive attribution reporting to causal measurement at scale