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Season 3, Episode 7: The evolving eCommerce advertising landscape (with Rishabh Jain)
Mobile Dev Memo Podcast
Importance of Direct Measurement for Budget Allocation
The direct line of sight to conversions influences statistical models to favor larger channels, ultimately leading to budget concentration on channels with higher scale. Long tail retail media networks may struggle to integrate with clean rooms due to low budget allocation resulting in challenges with measurement and potential double counting. Clusters of contextually relevant retail media may be more effective for advertisers, with a reminder to carefully allocate budget considering measurement and data control aspects amidst the continuous presence of platforms like meta and YouTube.
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