Maor Sadra and Dr. Julian Runge discuss the future of digital advertising measurement, exploring the challenges faced by marketing teams, importance of correctly assigning credit, and impact of disrupted developments like the deprecation of third-party cookies. They also highlight the complexity of performance marketing teams, the need for strategic budget allocation in brand building, and the significance of a probabilistic mindset in digital advertising measurement.

Maor Sadra, CEO of INCRMNTAL, dives into the shifting landscape of marketing measurement. He discusses the evolving perception of media mix modeling and its limitations compared to incrementality measurement. The conversation highlights trends in user acquisition budgets, particularly the increasing relevance of web platforms. Sadra also explores the impact of AI on marketing strategies and the challenges advertisers face in adapting their methods, including the integration of new technologies while navigating privacy concerns.