Mastering TV advertising with Roman: View-through and incrementality in measurement
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.
View-Through vs. Incrementality: A Clear Way to Measure TV Ad Response
Watch our short video to learn more about our industry-leading incrementality method.
Validating incrementality in baseline+lift models for linear TV
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.