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.

Ad Measurement Veteran, Andrew Covato, shares insights on challenges in ad measurement and ROI measurement. They discuss the importance of incremental ROI and smart measurement choices, as well as the influence of Netflix's culture on their work approach. They also highlight the value of soliciting dissent and having a growth mindset in scientific research.

Andrew Covato, an experienced Ad and MarTech professional, discusses the varying measurement methods of advertisers, the use of persistent holdouts, national media approach, and effective measurement methods. Topics include the history of advertising, evolution of measurement capabilities, running tests for marketing efficacy, challenges in brand and national campaigns, understanding look back periods, and the importance of curiosity in marketing.

Andrew Covato, former measurement lead at Netflix, Meta, Snap, and Google, discusses ad measurement trends. Topics include challenges in ad measurement, alternative measurement methods like post-purchase surveys, and strategies to improve ad measurement for both enterprise and smaller advertisers.

Advertising measurement consultant Andrew Covato discusses the limitations of last-click attribution and the need for smarter measurement practices in the industry. Topics include incrementality in ad tech, challenges of trust in platform reporting, the failure of Apple's SKAD network, and the evolution of affiliate marketing with Awin.