Mobile Dev Memo Podcast

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

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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.

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