Coyuchi's Vicki Williams-Grahan discusses testing Meta incrementality through blackout results and the role of granular modeling in attribution.
Coyuchi's Vicki Williams-Grahan discusses testing Meta incrementality through blackout results and the role of granular modeling in attribution.
Constantine Yurevich of SegmentStream explains why traditional attribution is failing and how conversion modeling platforms provide a more accurate alternative.
Ariel Fager and guests discuss challenges in commerce media measurement, including incrementality and the move toward internal modeling capabilities.