Issue 291

May 6, 2020


The Power of Incrementality Testing

I'm obsessed with incrementally testing, and I've always been deeply skeptical about paid retargeting. In this post, I shared the results of a handful of incrementality tests for D2C brands that we've run on Facebook over the last ~6 months... and in a few instances I was very, very wrong and our retargeting efforts were far more accretive than I originally assumed.BLOG.THESISTESTING.COM

Verizon Media Brings Native Marketplace, Premium Inventory Into Expanded DSP

It's hard to keep track of all of the changes at AOL/Yahoo/Verizon, but this rollup includes native inventory via the old Yahoo Gemini network, a number of their direct pubs (ex: TechCrunch,, and a ton of regular old programmatic inventory. As far as I know, there is meaningful DR spend on this network's native inventory from affiliates, but I've not yet spoken to a D2C brand or mobile app that even thinks about Verizon inventory.VERIZON.COM
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