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Media Platforms & Technology 

Incrementality

Measures the impact of a single variable on an individual user’s behavior. For digital display marketing, it is most commonly used to measure the impact of a branded digital ad (exposed group) against a Public Service Announcement (PSA) ad (control group). The lift is measured as the percent difference between the two. Incrementality demonstrates the value of advertising, helping to answer the question: “Did my ad result in a purchase?”