That’s the thing - you run these test with individual campaigns in many channels. Digital gives you the ability to test this at scale as you grow your advertisi

That’s the thing - you run these test with individual campaigns in many channels. Digital gives you the ability to test this at scale as you grow your advertising, thus you can gauge with high confidence exactly what advertising is scaling with positive ROI. Incrementality testing isn’t limited to your advertising as a whole - you can get down to very fine detail as long as your experiment is correctly designed and you wait for stat-sig results.