Five takeaways from Just Eat, Direct Line and Nespresso at Get with the Programmatic

Focusing on incremental conversion makes for an accurate media buy 
Analysing the incremental gains of programmatic is a more robust and accurate attribution model than cost per acquisition, according to Nic Travis, head of digital marketing at MBNA.
“Incremental is the most accurate way to drive the attribution model,” he said. “We now focus on media buys that drive the highest incremental conversion rates and use incremental analysis to look at the optimal frequency