On Tuesday, I gave a talk (jointly with Katy Mitchell) titled “Innovations in Cross-Screen Incremental Outcome Measurement” at the Advertising Research Foundation‘s 2025 AUDIENCExSCIENCE Conference. The main topic was the methodology I’ve been developing at VideoAmp for measuring incremental conversions for a particular digital platform. This methodology uses observational causal inference techniques to estimate incremental conversions without needing to plan holdouts or an experiment in advance of an ad campaign.
You can watch the talk here. Please let me know if you have any questions!