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Season 3, Episode 4: Econometric advertising measurement (with Grace Kite)

Mobile Dev Memo Podcast

CHAPTER

Navigating the Shift to Probabilistic Advertising Measurement

This chapter explores the challenges faced by marketing teams in a post-third-party cookie world and the importance of econometrics in understanding advertising impact without relying on cookies. It discusses the shift from deterministic targeting to probabilistic attribution in marketing analysis, emphasizing the need for accurate questioning over overly precise answers. The conversation touches on the resistance to new probabilistic methodologies within organizations and the differences in understanding econometrics in marketing across regions and backgrounds.

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