Why Your Company Should Be Using Display Retargeting
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Harel Amir
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To prove that's not the case, an A/B test can be used to show definitive lift trends. In this context, it's important to point out that an A/B test should be viewed as a market research study, NOT a model by which payment should be measured (perhaps this will be viable in the future, when the issues of cookie deletion, cross-device integration and other industry challenges are solved).
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Harel Amir
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