Incrementality is a metric that quantifies how a particular factor influences an individual user’s actions. In the context of digital display marketing, it primarily assesses the impact of a branded digital advertisement (the exposed group) in comparison to a Public Service Announcement (PSA) advertisement (the control group). You can calculate the uplift by determining the percentage difference between these two groups. Incrementality serves as a means to illustrate the worth of advertising, aiding in assessing whether an ad will lead to a purchase.
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