MDM Podcast Episode 38 - The Future of Digital Advertising Measurement (with Maor Sadra and Julian Runge)

Mobile Dev Memo Podcast

This episode of the Mobile Dev Memo podcast focuses on The Future of Digital Advertising Measurement. I am joined by two very esteemed guests, Maor Sadra and Dr. Julian Runge:

• Maor Sadra is the CEO of INCRMNTAL, an incrementality testing platform. Prior to INCRMNTAL, Maor was the CEO of Applift and held executive positions at a number of digital advertising and interactive media firms before that. As a disclaimer: I am an investor in INCRMNTAL;
• Dr. Julian Runge is an Assistant Professor at Northeastern University and before that was a Visiting Scholar at Duke University. Julian's research focuses on behavioral economics and marketing analytics. Julian and I recently co-authored a paper with Dr. Garrett Johnson of Boston University titled Privacy-Centric Digital Advertising: Implications for Research for the Customer Needs and Solutions Journal.

In this episode of the podcast, Julian, Maor, and I explore the future of digital advertising attribution in an increasingly privacy-sensitive operating environment by exploring the topic from two angles:

• What approaches to advertising measurement are future-proofed?
• How can companies implement probabilistic methods for advertising measurement -- and, more importantly, how can they attain buy-in for those methods across the entirety of a firm?

We also discuss the nature of brand advertising and how it fits into a performance marketing framework and the skillsets needed for digital marketers as the demands for quantitative rigor increase.