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 .
