My guest on this podcast is Maor Sadra, the CEO and co-founder of INCMRNTAL, an advertising measurement company. Full disclosure: I was one of the first investors in INCRMNTAL.

The impetus for this conversation was a blog post that Maor recently published: I Measured Incrementality. Now What?. In this episode, among other things, we discuss:

1. Why discrete, one-off experiments are not the optimal way to measure incrementality
2. The principal challenge in measuring incrementality
3. How the "AI-ification" of marketing changes advertising measurement
4. The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation
5. How marketing teams should utilize the conversion / ROAS data that is reported by platforms

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

• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.
• ⁠⁠⁠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.

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