Incrementality tests serve as educated starting points, or priors, in marketing mix models (MMMs) to improve accuracy in measuring the impact of marketing channels. By utilizing a robust database of over 2,000 tests, marketers can input informed priors that enhance model reliability, particularly benefiting new brands with limited sales history. This approach helps distinguish correlation from causation, ultimately refining the understanding of marketing effectiveness.

Advertisers in the APAC region are increasingly moving away from reliance on Google and Meta due to rising costs and shifting user habits. As smartphone adoption grows and user engagement diversifies, marketers are exploring alternative platforms that can provide better cost-effectiveness and reach through a broader app ecosystem. Successful advertisers will adapt their strategies to leverage real-time data and optimize for a privacy-first landscape.

The article discusses the significant decline in the number of young workers in the advertising industry, highlighting data from 2020 that reveals the lowest levels of youth employment in the sector. It provides visual charts that illustrate the trend and examines the implications for the future of the industry.