My guest on this podcast is Maor Sadra, the CEO and co-founder of <a href="https://www.incrmntal.com/">INCMRNTAL</a>, 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: <a href="https://www.incrmntal.com/resources/i-measured-incrementality-now-what">I Measured Incrementality. Now What?</a>. In this episode, among other things, we discuss:<ol><li>Why discrete, one-off experiments are not the optimal way to measure incrementality</li><li>The principal challenge in measuring incrementality</li><li>How the "AI-ification" of marketing changes advertising measurement</li><li>The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation</li><li>How marketing teams should utilize the conversion / ROAS data that is reported by platforms</li></ol>Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:<ul><li><a href="https://www.incrmntal.com/">INCRMNTAL⁠⁠</a>. True attribution measures incrementality, always on.</li><li>⁠⁠⁠<a href="https://clarisights.com/">Clarisights⁠⁠⁠</a>. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to<a href="http://clarisights.com/demo">⁠⁠⁠ clarisights.com/demo⁠⁠⁠</a> to try it out for free.</li></ul>Interested in sponsoring the Mobile Dev Memo podcast? Contact <a href="mailto:info@marketecture.tv">⁠Marketecture⁠</a>.

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

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