#40 Is MTA DOA? Andrew Covato, Ad Measurement Veteran, Founder of Growth by Science, and formerly at Google, eBay, Facebook, Snapchat, and Netflix

Ad Measurement Veteran, Andrew Covato, explores the pitfalls of multi-touch attribution in advertising and the importance of true incrementality testing for accurate campaign performance measurement. He also discusses the significance of first-party data in marketing and shares his personal journey from dual citizenship to a newfound passion for golf and unique productivity hacks.