Biographical Information

Articles for Alexander Yip

Incrementality is About to Become the New Baseline for CTV Outcomes

In CTV, where exposure is often view-through, and actions happen on other screens, "last-click" measurement distortion can turn "good ROAS" into a mirage. That's why incrementality is becoming a necessary baseline. In practice, it means fewer arguments about attribution models and more routine experimentation baked into media plans.