Mobile Dev Memo Podcast Season 5, Episode 24: Advertising measurement in an AI landscape (with Maor Sadra)
14 snips
Jun 10, 2025 In this engaging discussion, Maor Sadra, CEO of INCRMNTAL, shares insights from his advertising measurement expertise. He highlights the pitfalls of traditional measurement methods and the transformative impact of AI on marketing strategies. Sadra delves into the challenges of measuring incrementality and the need for advanced techniques in a multi-platform world. He emphasizes the importance of data quality and strategic decision-making, urging marketers to adapt to evolving automation and privacy regulations for better attribution and optimization.
AI Snips
Chapters
Transcript
Episode notes
Incrementality Is Just The Start
- Incrementality is only the starting point, not the end goal, in marketing analysis.
- The real challenge is operationalizing incrementality insights to improve budget allocation and business processes.
Limitations of One-Off Experiments
- One-off planned experiments provide insights valid only for specific conditions and time periods.
- Relying on single tests to make broad marketing decisions is slow and sabotaging.
Prioritize Capital Allocation Strategy
- Focus on strategic capital allocation rather than operational attribution as platforms fully automate media buying.
- Use incrementality measurement to decide budget distribution across platforms in an AI-driven landscape.