Season 5, Episode 24: Advertising measurement in an AI landscape (with Maor Sadra)

In this episode of the Mobile Dev Memo Podcast, host Eric Sufert interviews Maor Sadra, co-founder of Incremental, about the complexities of marketing analysis and incrementality measurement in the age of AI and increasing platform automation. Maor argues that simply measuring incrementality isn't enough; advertisers need to operationalize this data to improve business processes and decision-making. The conversation explores the limitations of traditional methods like MMM and planned experiments, especially as platforms like Meta automate ad buying and creative generation. They discuss the importance of data quality, the changing role of marketing teams, and the need for strategic capital allocation across various channels. Maor and Eric also touch on the impact of privacy changes like ATT and the shift towards causal measurement in a world where user-level data is increasingly scarce.