For Incrementality Testing, It’s One Step At A Time

In this episode of the AdExchanger Talks podcast, Olivia Kory, Head of Strategy at Haus, dives into the topic of incrementality testing in advertising. She traces the journey of marketing measurement from simply looking at correlations to understanding causal relationships, highlighting how crucial incrementality testing is for assessing the real impact of ad campaigns. Kory points out the hurdles that platform-driven incrementality tests face, especially in light of privacy changes and enhanced targeting techniques. She champions the need for independent, geo-based testing to get more reliable insights. The conversation also touches on Applovin’s rising influence in e-commerce advertising and the significant shifts Meta is making in its ad policies, particularly affecting health and wellness brands, which underscores the urgency for businesses to diversify their advertising strategies.