Tinuiti proves true campaign impact for clients with +34% avg. incrementality using Nexxen DSP ghost bidding
Tinuiti proves true campaign impact for clients with +34% avg. incrementality using Nexxen DSP ghost bidding
Date: Q3 2026
Location: US
Nexxen Solutions Used: Nexxen DSP
Media Used: Omnichannel
Objective: As an agency, Tinuiti excels at delivering full-funnel, measurable campaigns that drive growth and eliminate waste. Incrementality testing is central to ensuring every media dollar is truly driving performance, but traditional testing can be slow and time-consuming. As a longtime DSP partner, Tinuiti uses Nexxen’s ghost bidding capabilities to quickly and reliably measure incrementality and inform campaign decision-making.
Ghost bidding lets us prove what streaming actually drove, with a real randomized control group that costs nothing to run (no PSA budget, no paying for control impressions). That makes rigorous causal measurement cheap enough to run frequently, instead of running one test a year that becomes the final word on a channel, allowing us to keep improving toward incremental outcomes. Those same results calibrate our MMMs. The tighter the loop between experiment and model, the more confidently we can optimize streaming for our brands.
The solution
Nexxen’s ghost bidding methodology passes precise signals back to Tinuiti to create clean control and exposed groups within live campaigns. This enables Tinuiti to measure the true incremental value of each client’s media investment faster and at a lower cost than traditional testing approaches, without losing any rigor.
Key Results
Source: Tinuiti Internal Data, Q3 2026
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