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Season 5, Episode 24: Advertising measurement in an AI landscape (with Maor Sadra)
Manage episode 487966827 series 2419218
My guest on this podcast is Maor Sadra, the CEO and co-founder of INCMRNTAL, an advertising measurement company. Full disclosure: I was one of the first investors in INCRMNTAL.
The impetus for this conversation was a blog post that Maor recently published: I Measured Incrementality. Now What?. In this episode, among other things, we discuss:
- Why discrete, one-off experiments are not the optimal way to measure incrementality
- The principal challenge in measuring incrementality
- How the "AI-ification" of marketing changes advertising measurement
- The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation
- How marketing teams should utilize the conversion / ROAS data that is reported by platforms
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
- INCRMNTAL. True attribution measures incrementality, always on.
- Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
139 episodes
Manage episode 487966827 series 2419218
My guest on this podcast is Maor Sadra, the CEO and co-founder of INCMRNTAL, an advertising measurement company. Full disclosure: I was one of the first investors in INCRMNTAL.
The impetus for this conversation was a blog post that Maor recently published: I Measured Incrementality. Now What?. In this episode, among other things, we discuss:
- Why discrete, one-off experiments are not the optimal way to measure incrementality
- The principal challenge in measuring incrementality
- How the "AI-ification" of marketing changes advertising measurement
- The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation
- How marketing teams should utilize the conversion / ROAS data that is reported by platforms
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
- INCRMNTAL. True attribution measures incrementality, always on.
- Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
139 episodes
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