AdExchanger Measurement Real Talk, With INCRMNTAL’s Maor Sadra
Feb 11, 2025
In this discussion, Maor Sadra, CEO and co-founder of INCRMNTAL, shares his insights on the pitfalls of marketing mix modeling in overcoming signal loss. He emphasizes the challenges of measuring incrementality in a cookie-less world and critiques outdated attribution methods. The conversation also explores the impact of AI on data privacy and personalization in advertising. Additionally, Sadra reflects on the profound effects of current global conflicts on both personal and business spheres, highlighting the resilience required in today’s marketing landscape.
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Maor's Musical Past
- Maor Sadra was a recording musician in a past life and plays many instruments.
- He served in the IDF's entertainment troupe.
Digital Measurement Challenges
- Digital marketing's promise of measurability has been hampered by flawed attribution methods like last-click.
- Factors such as fraud and view-through attribution further complicate accurate measurement.
Resistance to Incrementality
- Some CMOs resist incrementality measurement because it can reveal ineffective spending they benefit from.
- Maor Sadra focuses on clients who actively seek incrementality insights.