In this debate-style format, we will hear from industry leaders on one side that argue for why incrementality is the gold standard in commerce media measurement – already shaping smarter strategies and perfecting outcomes. On the other side, we will hear from leaders who believe incrementality is a noble and worthwhile goal, but that current industry constraints make true, holistic business growth measurement exceedingly difficult. They will propose approaches for getting to a “good enough” incremental measurement framework.
Event attendees will be polled before the debate on whether incrementality is prime time ready or more of an industry pipe dream in its current state – and then polled again afterward to see how perspectives have shifted.