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Whitepapers
Dive deeper with our white papers, where we investigate and explain the advertising industry, marketing measurement, attribution, analytics and other industry insights.
Updated Dec 24, 2025
Black Friday 2025: INCRMNTAL Insights
Black Friday insights: what scaled, what worked, and what lifted.
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by Maor Sadra Updated Dec 22, 2025
In-App Advertising: How to Advertise in Apps and Mobile Apps for Maximum Incrementality
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by Maor Sadra Updated Dec 17, 2025
Paid Partnerships on Instagram: How to Measure Incrementality, Not Just Engagement
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Updated Dec 14, 2025
Fake CTV, Real Fraud
CTV works but fraud thrives attribution rewards deception over impact
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Updated Dec 9, 2025
Bing, the Unsung Hero
Bing drives surprising incremental lift, despite tiny budget allocation.
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by Maor Sadra Updated Dec 10, 2025
2026 Predictions and Premonitions
The changes coming to an adtech industry near you
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