Virgin Voyages, PebblePost tie ad spend to incrementality testing

Adweek’s Ashley Cisneros Mejia reports that Virgin Voyages and PebblePost use holdout groups and verified purchase data to test incrementality, with PebblePost once advising Virgin to hold back budget rather than spend it on declining efficiency.

Why it matters. Marketers gain leverage to defend budget cuts internally when a vendor’s own data recommends restraint over spend.

Signal from adweek.com · Ashley Cisneros Mejia · read the original.

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