Mobile Dev Memo Podcast Season 5, Episode 18: Advertising measurement in an uncertain economy (with Olivia Kory)
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Apr 29, 2025 In this engaging discussion, Olivia Kory, Chief Strategy Officer of Haus Analytics, shares her insights from her time on Netflix and Sonos. She delves into the complexities of measuring advertising efficiency amid economic uncertainty, exploring strategies for firms to assess marketing spend. Topics include the challenges performance advertisers face in a cookie-less world, the importance of A/B testing optimization, and how brands can 'get fit' for potential recessions while navigating evolving privacy regulations.
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Cookies Irrelevant to Many Advertisers
- Many performance advertisers do not rely on third-party cookies, so the privacy sandbox and cookie deprecation don't impact them much.
- Direct response advertisers typically optimize using platform algorithms without depending on cookies for targeting.
Open Web Mostly Junk Inventory
- The open web mainly consists of programmatic ads on browser content outside walled gardens and is largely junk inventory.
- Advertisers prefer platforms like Meta and Google because they deliver more reliable and efficient targeting and results.
Third-Party Cookie Value Is Overstated
- E-commerce brands avoid third-party cookie targeting and rely on platform algorithms to find converting users.
- Third-party cookie value persists mostly in open web programmatic buying, which is favored more by agencies than brands.