In this discussion, Rishabh Jain, CEO and co-founder of FERMÀT Commerce, shares his insights on the state of eCommerce advertising come 2025. He dives into Meta's Advantage+ Shopping Campaigns and the gradual rollout of generative AI tools for ad creation. The conversation shifts to TikTok Shop's growth potential and Shopify's evolving advertising strategies. Rishabh also analyzes the transition from last-click attribution to incrementality testing, emphasizing how DTC brands can adapt in a competitive landscape.

Mikołaj Barczentewicz, a law professor at the University of Surrey with a PhD from Oxford, shares his insights on the EU's AI Act and its implications for tech companies. He discusses the balancing act between compliance and innovation, highlighting the challenges for smaller firms navigating regulatory landscapes. The conversation also touches on data privacy concerns, particularly around AI model weights and the Hamburg DPA’s stance. Additionally, Barczentewicz examines evolving privacy measures by Google and the complexities of the ePrivacy Directive.

John Lynch, a Distinguished Professor at the University of Colorado, and JP Dube, a Professor at the University of Chicago, explore the nuanced impacts of privacy regulations on consumer marketing. They discuss critical compromises in data restrictions, misconceptions about personalized advertising, and the striking difference between consumers' stated versus revealed privacy preferences. The duo also highlights the potential benefits of personalized ads and emphasizes the lessons the GDPR offers for U.S. policymakers, showcasing the intricate balance between privacy and market innovation.

Dive into the complexities of advertising measurement, where the famous quote about wasted ad spend sets the stage for a discussion on inherent uncertainties. Discover the measurement myth that challenges the notion of needing absolute precision. Explore advanced advertising attribution methodologies and the impact of privacy regulations on strategies. Learn how shifts in the digital landscape, like the decline of third-party cookies, prompt a rethink in marketing measurement, urging a move towards innovative and flexible approaches.

Pan Katsukis, CEO of Remerge and co-founder of Madvertise, shares his extensive insights into mobile programmatic advertising. He discusses the evolution of this space and dispels common misconceptions that advertisers have. Katsukis highlights the importance of adopting effective targeting techniques and managing budgets appropriately. He also dives into the challenges posed by Apple's App Tracking Transparency and the unique opportunities in non-gaming inventory. The convo is rich with strategies for advertisers navigating this dynamic landscape.

In this discussion, Koen Pauwels, a marketing professor at Northeastern University, and Julian Runge, an assistant professor at Northwestern, dive into the nitty-gritty of marketing experimentation versus probabilistic measurement. They highlight the importance of randomized control trials and how firms often misapply Media Mix Modeling. The duo also explores ways to measure brand equity, emphasizing a balance between quantitative and qualitative insights. Additionally, they shed light on effectively demonstrating marketing value to finance teams and integrating new measurement techniques in a rapidly changing digital landscape.

Meta's recent transformation is nothing short of remarkable. From a revenue decline in 2022 to a resurgence in 2023, the company redefined its advertising strategy in response to Apple’s privacy policies. By leveraging user behavioral profiles and automating ad processes with AI, Meta revolutionized its approach to digital marketing. The intriguing 'Millionaire's Mall' thought experiment sheds light on advertising complexities. This story reveals how a corporate comeback unfolded amid industry challenges and evolving tactics.

In this discussion, Raveesh Bhalla, Product Lead for Homepage Recommendations at Netflix, dives into the fascinating world of product personalization. He explains how big tech implements tailored experiences and the transformative role of AI and LLMs in this process. Raveesh sheds light on the balance required between traditional product management and evolving personalization strategies. He also emphasizes the economic impact of small optimizations in recommendation systems and the need for cultural sensitivity within tech organizations.

Jorge Ruiz, TikTok's Global Head of Marketing Science, shares insights into navigating advertising effectiveness in a privacy-conscious world. He discusses TikTok's innovative measurement solutions amid tighter regulations and common pitfalls advertisers face. Key topics include the distinct measurement strategies for app versus e-commerce, the significance of creative analytics, and incrementality in marketing. Jorge also emphasizes the need for tailored approaches in adapting to privacy challenges and the evolving landscape of advertising measurement.

Shopify today published the latest version of Edition, its regular overview of the new product features it has made available to its merchants. As part of this release, I had the exclusive opportunity to speak with Andrius Baranauskas, Shopify's Director of Advertising Products, about Shopify's advertising products and strategy. Among other things, we discuss: Why Shopify is building marketing tools for merchants; What makes Shopify's data relevant for ads targeting; How Shopify's ad products are structured and how advertisers interface with them; Shopify's ad products roadmap; How Shopify's advertising products fit into the broader eCommerce advertising ecosystem. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance. InMobi. InMobi offers a full-stack, AI-powered suite of solutions to help app marketers and publishers conquer the modern mobile era. Explore how InMobi Advertising can drive growth for your business at go.inmobi.com/memo. INCRMNTAL⁠⁠. True attribution measures incrementality, always on. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.