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

Photo of Thalya Hamilton

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.