Incrementality Testing Under Consent Signal Loss
Incrementality testing survives consent signal loss because it measures groups, not individuals.
Deshawn Calloway-Firth
Section
Consent & Performance
8 stories in Consent & Performance.
Email Deliverability Gains From Consent-Based List Hygiene
Confirming subscriber intent at signup lifts inbox placement by nearly 40 percentage points.
Marcus Oyelaran
Consented Audience Size and Paid Social ROAS
Smaller consented audiences compress ROAS faster as high-intent prospects exhaust.
Deshawn Calloway-Firth
Consent-Driven Segmentation and CRM Campaign Lift
Putting consent first in segmentation builds smaller, cleaner audiences that convert better.
Theodora Kaczmarek
Customer Data Platform Match Rates and Consent Coverage
High match rates mean little without documented consent for each activation purpose.
Theodora Kaczmarek
Consent Mode V2 Attribution Gaps and Modeling Accuracy
Google's modeling patches consent gaps, but only for sites that qualify and only partially.
Deshawn Calloway-Firth
Consent Rate Impact on Programmatic CPM and Fill Rates
Missing consent signals silently tank CPM and fill rates.
Priya Subramaniam
Consent Banner Design Variables and Opt-In Rate Lift
Design choices, not luck, determine whether consent rates soar to 80% or sink below 10%.
Theodora Kaczmarek