Why Meta sees incrementality as the future of measurement

Digital advertising has never offered more ways to connect with people — but with that abundance comes complexity. Marketers now have more channels and formats to reach consumers, and people engage with ads in more varied ways than ever before. This raises questions: Should ads optimize for clicks, views, likes or something else?

The consumer journey is also less linear. A single person might encounter the same ad across multiple channels and times before making a purchase. Often, actions like searching for a product online happen after the consumer has already discovered it elsewhere.

As a result, while clicks are easy to measure, they don’t always reflect true conversions or the full impact of advertising. Yet many marketers still rely on outdated measurement approaches like last-click attribution that miss out on what’s driving business impact and overvalue lower-funnel activities like search. In fact, over one-third (35%) of ad spend based on last-click measurement is wasted, according to data from Analytic Partners.

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