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.
21:27
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Quick takeaways
- The Possible conference has evolved to become a vital networking platform for marketers, showcasing innovative solutions through competitions like the brand challenge.
- Emphasis on advanced measurement approaches, such as incrementality testing and econometric modeling, is critical for advertisers to assess campaign effectiveness in a complex landscape.
Deep dives
Growth of the Possible Conference
The Possible conference continues to gain momentum, impressing attendees with its organization and expanding participation. The involvement of brands and industry professionals has increased, making it a valuable networking opportunity for marketers. The structure of the event has also evolved, featuring competitions like the brand challenge, which allows startups to showcase their innovative solutions directly to potential clients. This year, Acorns connected with two startups, TV Scientific and Clinch, demonstrating the success of this interactive format.
