ABCS Delivers Scientific-Grade Measurement for Modern Marketers who Need Confidence, not Assumptions
Experimental Test vs. Control for Advertising Effectiveness
The gold standard in measurement—permits us to isolate the true impact of advertising campaigns with statistical confidence, including incremental lift.
Types of Test/Control ABCS Uses
Design
Use Case
Sample Metrics Achieved
Geo-Based Holdout
TV, retail media, OOH
+12–20% incremental sales lift
User-Level Split
Paid search, social
+14% conversion lift, +9% ROAS improvement
Store-Level Split
In-store campaigns
+8–10% foot traffic uplift
Built on the Standards We Helped Create— With Panels You Can Trust
Jerome Shimizu
Chief Research Officer
Thalya Hamilton
Chief Client Officer
"We apply industry-defining methodology—built on decades of experience shaping standards at the world’s top measurement firms—using gold-standard test vs. control design, fully opted-in panels, and a privacy-first approach."
ABCS Also Leverages
Balanced Control Groups
Carefully matched controls mirror test groups by key variables (e.g., geography, prior behavior, prior category usage, demographics) to minimize bias.
Randomized Block Design
Participants (regions, stores, users) are grouped by shared traits and randomized to ensure statistical validity.
What Are the Alternatives And Why Are They Flawed?
Design
Description
Why It Falls Short
Last-Click Attribution
Credit goes to the final ad or click
Overcredits retargeting; ignores upper funnel
Multi-Touch Attribution (MTA)
Distributes credit across multiple touchpoints
Relies on third-party cookies & black-box models
Marketing Mix Modeling (MMM)
Uses regression on historical data
Requires long time windows, co-linearity risks, and assumes stability
Platform-Reported Metrics
Self-reported conversions from ad platforms
Often inflated; doesn't isolate incrementality
Why the Industry’s Top Media Teams Trust ABCS
AdAdapted clients often leverage ABCS to measure the incremental impact of Add-It One programs. Setup is operationally simple and requires no data sharing, even with Walmart. Our teams particularly appreciate their willingness to explain metrics, reporting, and methodologies directly to clients.
Dan Rector
VP, Strategic Accounts, AdAdapted
Confidence at Every Step—From Design to Decision
ABCS applies a consistent, privacy-safe methodology rooted in deterministic data and incremental validation. Our Proven Framework ensures that every result—whether brand, consideration, or sales—is reliable and actionable.