Mobile Dev Memo Podcast

Season 4, Episode 4: Meta introduces incrementality optimization and other upgrades (with Fred Leach)

Listen Later

My guest on this week's episode of the Mobile Dev Memo is Fred Leach, a Vice President of Product Development at Meta. Fred published a blog post last month announcing three significant changes to Meta's advertising platform: new value-based optimization objectives, support for incrementality optimization, and integrations with third-party analytics tools.

I invited Fred onto the podcast to unpack these changes in more detail. In our conversation, we discuss, among other things:

  • How the Meta ads platform has evolved over the past 2-3 years;
  • How Meta thinks about incrementality, and why it is important to advertisers;
  • How Meta measures incrementality;
  • The objectives that will be available for incrementality optimization;
  • How integrating with third-party analytics tools contributes to improved advertiser performance;
  • The new value-based segment targeting feature;
  • Whether these changes will reduce the number of campaigns advertisers need to run;
  • How these changes will ultimately combine with Generative AI for ad creative production;
  • The rollout plan and timeline for these new features.

    • Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

    • Kayzen. A mobile-first DSP that is built to democratize programmatic advertising.
    • INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

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

      ...more
      View all episodesView all episodes
      Download on the App Store
      Mobile Dev Memo PodcastBy MobileDevMemo
      • 5
      • 5
      • 5
      • 5
      • 5

      5

      20 ratings

      More shows like Mobile Dev Memo Podcast

      View all
      The Tim Ferriss Show by Tim Ferriss: Bestselling Author, Human Guinea Pig

      The Tim Ferriss Show

      16,141 Listeners

      Odd Lots by Bloomberg

      Odd Lots

      1,976 Listeners

      Conversations with Tyler by Mercatus Center at George Mason University

      Conversations with Tyler

      2,460 Listeners

      The a16z Show by Andreessen Horowitz

      The a16z Show

      1,095 Listeners

      Channels with Peter Kafka by Vox Media Podcast Network

      Channels with Peter Kafka

      556 Listeners

      Invest Like the Best with Patrick O'Shaughnessy by Colossus | Investing & Business Podcasts

      Invest Like the Best with Patrick O'Shaughnessy

      2,343 Listeners

      Founders by David Senra

      Founders

      2,192 Listeners

      All-In with Chamath, Jason, Sacks & Friedberg by All-In Podcast, LLC

      All-In with Chamath, Jason, Sacks & Friedberg

      10,188 Listeners

      Dwarkesh Podcast by Dwarkesh Patel

      Dwarkesh Podcast

      565 Listeners

      Hard Fork by The New York Times

      Hard Fork

      5,600 Listeners

      BG2Pod with Brad Gerstner and Bill Gurley by BG2Pod

      BG2Pod with Brad Gerstner and Bill Gurley

      459 Listeners

      Prof G Markets by Vox Media Podcast Network

      Prof G Markets

      1,479 Listeners

      Mixed Signals from Semafor Media by Semafor Podcasts

      Mixed Signals from Semafor Media

      197 Listeners

      The Real Eisman Playbook by Steve Eisman

      The Real Eisman Playbook

      212 Listeners

      David Senra by Scicomm Media

      David Senra

      231 Listeners