In what way are incrementality experiments different from A/B experiments?

Incrementality experiments are designed to isolate the true causal impact of advertising by comparing a group exposed to ads with a control group that is intentionally held back from seeing those ads. This allows advertisers to understand how many conversions would have occurred naturally without the ad exposure. A/B experiments, conversely, compare different versions of an ad or campaign to see which performs better, assuming all users are exposed to some form of advertising. Therefore, incrementality focuses on the net new conversions driven by ads, while A/B testing focuses on optimization between ad variations. The incorrect options describe characteristics more aligned with A/B testing or misrepresent the core purpose of incrementality.