Incrementality is About to Become the New Baseline for CTV Outcomes
By https://www.streamingmedia.com/Authors/10560-Alexander-Yip.htm••Streamingmedia.com
In CTV, where exposure is often view-through, and actions happen on other screens, "last-click" measurement distortion can turn "good ROAS" into a mirage. That's why incrementality is becoming a necessary baseline. In practice, it means fewer arguments about …
For years, “performance” measurement was basically credit assignment. Last-click doesn’t tell you the full story of what caused a conversion; it tells you where the conversion showed up. That was tol…