Season 5, Episode 24: Advertising Measurement In An AI Landscape (with Maor Sadra) Mobile Dev Memo podcast

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.

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

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