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Season 5, Episode 24: Advertising measurement in an AI landscape (with Maor Sadra)

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Manage episode 487966827 series 2419218
Content provided by MobileDevMemo. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by MobileDevMemo or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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:

  1. Why discrete, one-off experiments are not the optimal way to measure incrementality
  2. The principal challenge in measuring incrementality
  3. How the "AI-ification" of marketing changes advertising measurement
  4. The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation
  5. 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:

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

  continue reading

139 episodes

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iconShare
 
Manage episode 487966827 series 2419218
Content provided by MobileDevMemo. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by MobileDevMemo or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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:

  1. Why discrete, one-off experiments are not the optimal way to measure incrementality
  2. The principal challenge in measuring incrementality
  3. How the "AI-ification" of marketing changes advertising measurement
  4. The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation
  5. 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:

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

  continue reading

139 episodes

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