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Q: What are Pros & Cons of Incrementality Testing vs. MMM or MTA?

Incrementality, like MMM, benefits from controlling for the broad set of media and non-media factors that impact the consumer decision making process. Like MTA it can measure the effects of media at a very granular (campaign/audience/adset) level but without relying on the challenges associated with user level data.

Furthermore a properly developed design of experiments that encompasses a broad of marketing channels can inform the tactical marketing optimization where MMM forecasting stops without the limitations and drawbacks of MTA.