Olivia Kory

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Google Embraces Incrementality in Newly Released Modern Measurement Playbook

1 years ago

Meta and Google have developed infrastructure for incrementality testing. Initially, Meta led by making it accessible to all brands. Now, Google has caught up, making incrementality a key part of their new Modern Measurement Playbook. This guide offers practical advice on using incrementality experiments to calibrate models. Both companies are promoting incrementality as the 'gold standard to measure causality', marking a shift towards scientifically rigorous measurement.

Automate Meta Ads Creative Generation and Uploading

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Markifact automates the creation and uploading of Meta ads using AI. Users generate custom visuals and matching ad copy by writing detailed prompts and uploading reference images. Ads are uploaded in a paused status for review before going live. This tool allows for quick creation of multiple ad variations, adaptation to market trends, and scaling of campaigns without needing extensive design or copywriting resources.