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Best Buy Ads Builds Incrementality Into Every Measurement Layer – Beet.TV
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Best Buy Ads Builds Incrementality Into Every Measurement Layer – Beet.TV
Proving that an ad actually moved the needle – rather than just touched a customer who was already buying – has become a central challenge for retail media networks. Best Buy Ads is betting that a layered measurement approach, combining geo-based incrementality testing with SKU-level attribution and marketing mix modeling, will give advertisers the confidence they need to keep spending. The electronics retailer says it now treats incrementality …
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