As advertisers increasingly adopt CTV as a growth channel, they are seeking ways to measure the added conversions and revenue they generate beyond what they would have produced anyway. By using the insights gathered from incrementality reports, marketers are making smarter channel investments and developing more engaging campaigns.

In this new WTF guide, Digiday and MNTN look at how advertisers employ incremental measurement strategies to pinpoint the true impact of their marketing campaigns. Download it to learn:

How marketers are defining CTV incrementality
Why CTV marketers should care about incrementality testing
How marketers determine what CTV elements need to be tested
What incrementality features marketers should look for in a CTV platform