Marketecture: Get Smart. Fast.
Episode 123: Olivia Kory from Haus tells us why YouTube is underrated. Plus saying goodbye to Xandr Invest
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.
49:16
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Quick takeaways
- YouTube’s undervaluation in advertising highlights the need for brands to adopt more sophisticated measurement strategies beyond traditional click-based metrics.
- The rising integration of AI in advertising presents both challenges and opportunities for agencies, necessitating a reevaluation of workforce strategies and skill requirements.
Deep dives
The Role of AI in Media Measurement
AI is becoming an essential component in media verification and effectiveness measurement, as highlighted by the emergence of companies like Adelaide. They are creating innovative tools that assess media quality based not only on traditional metrics but also on the potential to drive consumer attention and outcomes prior to ad placement. This approach offers brands a clearer understanding of the quality of their media investments, akin to accessing a credit score for media. As the industry evolves, embracing AI will be crucial for advertisers looking to stay competitive and make informed decisions.
