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### Brands need incrementality measurement for a privacy-first world

Criteo and Measured are leveraging the power of incrementality testing to drive confident, privacy-conscious marketing decisions.

#### Table of Contents
1. [Incrementality testing and attribution, a stronger combination](#incrementality-testing-and-attribution-a-stronger-combination)
2. [Geo-split methodology for incrementality measurement](#geo-split-methodology-for-incrementality-measurement)
3. [Empowering a privacy-first future](#empowering-a-privacy-first-future)
4. [The future of measurement](#the-future-of-measurement)

It’s a pivotal moment in digital advertising as consumer preferences increasingly lean toward privacy. Marketers are preparing for a future where consumer privacy takes center stage, and the effectiveness of their campaigns is evaluated in new ways.

James Gerber, VP of Product at [Measured](https://www.measured.com/) shared:

_“The Google Chrome cookie decision doesn’t change much for marketers looking to measure the effectiveness of their media. Due to the increasing number of untrackable user journeys, brands must adopt broadly applicable, innovative measurement solutions to make business decisions with confidence.”_

### Incrementality testing and attribution, a stronger combination

As more consumers opt out of tracking, incrementality testing becomes even more critical. Incrementality testing isolates the true impact of your marketing efforts by comparing exposed groups to unexposed ones.

While incrementality offers long-term insights, attribution helps in making quick decisions to optimize your campaign performance. Mallory Stallings, Measurement Team Lead for Americas at Criteo shared:

_“Incrementality testing allows us to cut through the noise and see the true value of each marketing dollar spent.”_

### Geo-split methodology for incrementality measurement

Geo matched-market tests have become a critical analytics tool in the modern marketer’s toolkit. By testing a small market that behaves similarly to the national market, marketers can prove the value of their media and make investment decisions with increased confidence. This method of measuring incremental lift requires careful planning and execution to deliver conclusive, actionable insights.

### Empowering a privacy-first future

In today’s privacy-first world, as traditional signals become more limited, [first-party data](/content/blog/whats-the-difference-between-first-and-third-party-cookies/index.html) is emerging as an essential tool for understanding customer behavior. Criteo enriches first-party data with advanced cross-device matching, comprehensive tracking, and powerful measurement capabilities.

By using first-party data, advanced measurement solutions, and incrementality testing, brands can confidently make decisions that drive both immediate performance and sustainable long-term growth.

### The future of measurement

[Measured](http://measured.com/) recommends that marketers adopt a multi-faceted measurement approach, combining incrementality testing with media mix modeling and platform-reported attribution for a comprehensive view of marketing performance. This combination ensures marketers have confidence in their investment decisions.

### Get started today

With Criteo’s advanced measurement solutions and trusted third-party partners, we ensure your campaigns deliver the results you need to succeed in a privacy-first world. To get started, [talk to an expert](/content/talk-to-an-expert/index.html).