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Overview

Aggregation bias happens when distinct media behaviors are forced into broad groupings and treated as if they behave the same way. That can flatten real differences in:
  • efficiency
  • carryover
  • saturation
  • incremental contribution

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Why this matters

Modern media systems are full of synchronized launches, overlapping audiences, shared creative, and coordinated channel activity. If the model ignores covariance and over-aggregates everything, meaningful signal disappears.

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How Provalytics responds

The framework uses covariance-aware estimation, hierarchical regularization, and adaptive structuring to preserve signal integrity while still controlling instability.