Ari Paparo and Eric Franchi welcome Olivia Kory, Chief Marketing Strategy Officer at Haus, to unpack one of advertising's biggest questions: do ads actually work? Olivia explains the critical difference between attribution and incrementality, shares why AppLovin has become a standout performance channel. She discusses the future of media measurement, AI-driven optimization, and agentic media buying. The episode also covers Google's latest earnings, AI search trends, OpenAI's advertising ambitions, and the challenges of measuring podcast advertising.

Takeaways:

• Olivia explains why incrementality measures causation while attribution measures correlation.
• AppLovin delivers strong short-term performance, particularly for lower-cost, impulse purchases.
• Incrementality testing is becoming essential for validating ad platform performance.
• AI is reshaping media measurement, budget allocation, and campaign optimization.
• The hosts discuss Google's AI investments, OpenAI's potential ad network, and why podcast measurement still needs major improvements.

Chapters:
00:00 Introduction & Olivia Kory Returns
05:47 Attribution vs. Incrementality Explained
07:48 Do AppLovin Ads Really Work?
10:53 Which Products Perform Best on AppLovin?
12:30 Affiliate Marketing & Incrementality Challenges
16:04 CAPI vs. Pixels: The Future of Measurement
20:13 AppsFlyer, Attribution & Daily Optimization
23:30 AI-Powered Budget Allocation & Agentic Media Buying
28:48 Google's Earnings & AI Growth
32:36 AI Search and Google's Changing SERP
34:30 Is OpenAI Building an Ad Network?
41:51 Business Insider's FAST Channel Launch
43:50 Why Podcast Measurement Is Still Broken
49:16 Should Olivia Start Her Own Podcast?
50:19 Closing Remarks

Guests: Ari Paparo, Eric Franchi, Olivia Kory

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