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A guide to incrementality measurement: approaches, benefits and challenges

A guide to incrementality measurement: approaches, benefits and challenges

This guide explores the methodologies behind incrementality measurement and dives into the pros and cons of the approach.
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Google just started phasing out third-party cookies. What does it mean for advertisers?

Google just started phasing out third-party cookies. What does it mean for advertisers?

Google has initiated the phase-out of third-party cookies in Chrome, set to be completely removed by the end of 2024. Learn what it suggests for marketers and how to prepare for this shift.
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6 emerging trends in marketing attribution

6 emerging trends in marketing attribution

The digital marketing landscape is changing drastically, cookie limitations and tracking restrictions are the number-one factors that motivate the industry to develop. Let's review the top 6 marketing attribution trends.
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Is this the end of Meta’s behavioral targeting?

Is this the end of Meta’s behavioral targeting?

Starting November 17, the European Data Protection Board states that Meta can no longer use personalized ad targeting in Europe. Let's see how Meta reacted and what does it mean for marketers.
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How does iOS 17 affect marketing attribution?

How does iOS 17 affect marketing attribution?

Discover how Apple's Link Tracking Protection might shake up the way we measure our marketing success. We'll break down how it works, check out if UTMs and Google click IDs get hit, and talk about what solutions we've got on hand.
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[VIDEO] Can we really trust ad platforms' reporting?

[VIDEO] Can we really trust ad platforms' reporting?

Breaking down 'ad platform bias' and its effect on advertisers. Discover 4 solutions to ensure your decisions are backed by trustworthy data.
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Last Non-Direct Click vs. SegmentStream’s attribution

Last Non-Direct Click vs. SegmentStream’s attribution

Watch a practical use case, comparing the Last Non-Direct Click attribution view with SegmentStream's ML Post-Click model.
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Can you trust the results your ad platforms are reporting?

Can you trust the results your ad platforms are reporting?

Exploring why ad platforms claim too much credit for driving conversions.
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Predictive vs Data-Driven marketing attribution

Predictive vs Data-Driven marketing attribution

Why traditional models are fading and how predictive methods are taking the lead in marketing attribution.
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SegmentStream on Forbes Councils — how can advertisers navigate without cookies?

SegmentStream on Forbes Councils — how can advertisers navigate without cookies?

CEO and founder of SegmentStream Constantine Yurevich shares his thoughts on how advertisers can navigate in a cookieless world.
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