3 stories tagged #incrementality.
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Marketers are turning to incrementality testing because platform attribution has limitations and marketing mix models cannot answer every tactical question. According to MarTech, the key is a systematic approach that directs limited testing capacity toward questions with meaningful financial consequences.
Incrementality testing is becoming more common, creating a temptation to test every channel and nuance.
Most connected TV incrementality tests fail before a single ad runs because the test produces a number that looks convincing without proving anything. Coming into this year cross-platform measurement ranked as a top priority for 72% of advertisers, up from 64% in 2025, according to the IAB’s 2026 Outlook Study.
Attribution focuses on identifying which advertising exposure deserves credit for a conversion. Incrementality asks whether that conversion would have happened without the ad.
A MarTech article states that effective measurement depends on connecting signals across MMM, attribution, and incrementality instead of forcing a single source of truth.
According to [MarTech](https://martech.org/why-marketing-measurement-needs-triangulation/), MMM evaluates overall business contribution and media mix allocation. Attribution focuses on user-level interactions and conversion paths. Incrementality measures whether marketing exposure actually influenced consumer behavior.