AdExchanger Measurement Real Talk, With INCRMNTAL's Maor Sadra
Feb 11, 2025
In this discussion, Maor Sadra, CEO and co-founder of INCRMNTAL, shares his insights on the pitfalls of marketing mix modeling in overcoming signal loss. He emphasizes the challenges of measuring incrementality in a cookie-less world and critiques outdated attribution methods. The conversation also explores the impact of AI on data privacy and personalization in advertising. Additionally, Sadra reflects on the profound effects of current global conflicts on both personal and business spheres, highlighting the resilience required in today’s marketing landscape.
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Incrementality vs. Attribution
- Incrementality measures the actual value added by spending, not just claimed credit.
- It focuses on new value generated rather than attributing existing value to the last touchpoint.
Football Team Analogy
- Maor Sadra uses a football analogy to explain attribution flaws: crediting only the goal scorer ignores the team's contribution.
- Marketing decisions shouldn't solely rely on last-touch attribution, just as a football team needs more than just a striker.
MMM Misconceptions
- Advertisers mistakenly use MMM as a quick fix for signal loss due to privacy changes.
- Maor Sadra criticizes this, stating MMM is not suited for today's fast-paced, data-driven marketing.