Mobile Dev Memo Podcast

Season 4, Episode 13: Changing attitudes on marketing measurement (with Maor Sadra)

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In this episode of the Mobile Dev Memo podcast, I speak to returning guest Maor Sadra, the CEO of INCRMNTAL, about changing attitudes toward marketing measurement. The catalyst for this conversation was a set of diagrams that Maor recently published on the INCRMNTAL blog, ranking various marketing measurement methodologies across a number of features.

In this episode, we discuss:

  • The tradeoffs inherent in the above spiderweb diagram;
  • Whether and how app advertisers implement experiments in their marketing;
  • The popularity of media mix modeling in the app advertising ecosystem and whether enthusiasm for it has changed;
  • Trends in the composition of user acquisition budgets by channel for app advertisers;
  • Whether budget is shifting meaningfully to the web for app advertisers;
  • The gaps in measurement that app advertisers struggle to close;
  • Whether budgets are increasing on Meta and Google as their AI-empowered solutions expand;
  • How AI plays a role in marketing measurement.


    • 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.
    • ⁠⁠⁠Clarisights⁠⁠⁠. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ to try it out for free.
    • INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

      • Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

      The Mobile Dev Memo podcast is available on:

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