Olivia Kory
Senior researcher at House who led an 18-month review of 640 incrementality tests comparing Meta's Advantage Plus to manual campaigns, specializing in incrementality measurement and cross-channel Geolift methodology.
Best podcasts with Olivia Kory
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13 snips
Dec 8, 2025 • 27min
Meta Advantage+ & Incrementality: Findings From 640 Tests with Olivia Kory at Marketecture Live
Olivia Kory, a senior researcher at House, led an extensive review of 640 tests, evaluating Meta’s Advantage Plus against manual campaigns. She highlights the importance of incrementality in uncovering true campaign effectiveness, beyond just conversions. Olivia explains how Geolift methods provide deeper insights and reveals that while Meta can drive swift lift, Advantage Plus shows inconsistent results. She suggests focusing on mid-funnel tactics to enhance performance and emphasizes the need for brand-specific testing due to variable outcomes.
4 snips
Dec 17, 2024 • 40min
For Incrementality Testing, It's One Step At A Time
Olivia Kory, Head of Strategy at House and a seasoned expert in ad tech, shares her insights on incrementality testing and its critical role in evaluating advertising effectiveness. She delves into the complexities of measuring causal relationships in digital campaigns, especially post-iOS 14. Olivia discusses the evolution of ad tech and the importance of rigorous testing for reliable assessments. She also highlights the contrasting advertising strategies of platforms like Instagram and TikTok, emphasizing the need for brands to creatively adapt in a constantly changing landscape.
