In linear broadcasting, there is a significant difference in response rates at different dayparts. That difference derives from human behavior and states of mind; the on-demand nature of streaming does not erase those habits altogether.  

In this article, we put Tatari’s incrementality approach for incrementality in linear TV (dynamic baselining) to the test by comparing it with a pure test-control experiment. 

In this video, you'll learn when to use view-through vs incrementality, the pros and cons of each, and how Roman uses these methodologies together to optimize their campaigns.