My guest on this week's episode of the Mobile Dev Memo is Fred Leach, a Vice President of Product Development at Meta. Fred published a blog post last month announcing three significant changes to Meta's advertising platform: new value-based optimization objectives, support for incrementality optimization, and integrations with third-party analytics tools.
I invited Fred onto the podcast to unpack these changes in more detail. In our conversation, we discuss, among other things:
- How the Meta ads platform has evolved over the past 2-3 years;
- How Meta thinks about incrementality, and why it is important to advertisers;
- How Meta measures incrementality;
- The objectives that will be available for incrementality optimization;
- How integrating with third-party analytics tools contributes to improved advertiser performance;
- The new value-based segment targeting feature;
- Whether these changes will reduce the number of campaigns advertisers need to run;
- How these changes will ultimately combine with Generative AI for ad creative production;
- The rollout plan and timeline for these new features.
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
- Kayzen. A mobile-first DSP that is built to democratize programmatic advertising.
- INCRMNTAL. True attribution measures incrementality, always on.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
