'Incrementality' Is The Buzzword That Stole Prog IO | AdExchanger

Incrementality testing is crucial for advertisers dealing with the multiple walled gardens and retail media platforms aiming for the same attribution credit for sales, emphasizing the need for precise measurement and evaluation strategies.

Generative AI technology and its ethical implications were a significant topic at the conference, with concerns raised about the origin of content fed to AI models, highlighting issues of plagiarism and theft on a large scale.

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