Marketecture: Get Smart. Fast. Episode 123: Olivia Kory from Haus tells us why YouTube is underrated. Plus saying goodbye to Xandr Invest
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May 16, 2025 Olivia Kory, Chief Strategy Officer at Haus, dives into YouTube's underrated potential for advertisers, revealing how it can reshape digital marketing. She shares insights on navigating the mobile app ecosystem and the innovative strategies used by companies like AppLovin. The discussion also covers the impending shutdown of Xandr Invest and Microsoft's shift in advertising tech. Kory emphasizes the rise of AI in media analytics and the evolving landscape of influencer marketing, providing listeners with fresh perspectives on these pressing topics.
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Meg Whitman Meets Quibi
- Olivia Kory shared a story about meeting Meg Whitman at Beeswax during her Quibi days.
- Meg's presence made tech stack meetings both challenging and memorable.
YouTube Is Underrated
- YouTube ads are highly underreported in incrementality due to click-based measurement biases.
- This causes marketers to undervalue YouTube's true impact in driving outcomes.
Validate Your Incremental Events
- Marketers should validate that the event fed to ad platforms is truly incremental.
- Be cautious to avoid optimizing for events that simply capture existing demand.