Validated GRPs (vGRPs) to improve the effectiveness of ad tracking

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Validated GRPs (vGRPs) are a very powerful KPI to track the digital advertising effectiveness. Let's think about the current use of the traditional online GPRs in marketing mix models. Allowing non-validated impressions into the model presents not only opportunity for error but also a biased evaluation of the medium’s ability to drive sales. It is due to the ...