ADSN ASDSN | Andrew Covato on the latest on ad measurement and takeaways from Possible
May 12, 2025
In this engaging discussion, Andrew Covato, Founder of Growth by Science, shares insights from the Possible conference. He delves into the evolving landscape of ad measurement, stressing the need for flexible strategies. Covato highlights the role of AI in advertising, discussing its potential and pitfalls, especially around creative data. The conversation forecasts the future of advertising in 2026, focusing on the rise of retail media networks and the exciting innovations on the horizon, marking a transformative era for the industry.
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Startup Competition Success
- Growth by Science co-sponsored a brand challenge competition at Possible with 15 startups pitching solutions. - Acorns chose two winners, TV Scientific and Clinch, to work with, showing strong startup engagement.
AI and Advanced Measurement Focus
- The conference theme was largely focused on AI, automation, and new advertising platforms. - Advanced measurement solutions are crucial as traditional attribution methods fail in emerging spaces like connected TV and creator content.
Measurement Evolution and Choice
- Incrementality measurement and econometric modeling (MMM) are growing measurement approaches. - There is now great choice for advertisers, including SaaS, open source, and bespoke consultancies.