AdTech AI Files

I've seen it happen time and time again—marketers compare performance across one partner to the next, but when looking at incremental lift, things can often look too good to be true. Upon digging in, more times than not, the control group used in the incrementality test wasn't actually comparable. If you're running an incrementality test, choosing the right control group is critical. Pick the wron...

Over the past decade, we've all witnessed a massive shift from Linear TV to Programmatic CTV. Here are the three biggest reasons I'm seeing as to why: 1️⃣ Precision Targeting & Personalization 🎯Linear TV relies on broad demographic data, but CTV allows advertisers to leverage first-party data, behavioral insights, and real-time optimizations. This means more relevant ads delivered to the righ...

🚀 Fun Facts About Attribution & Ad Spend 🚀✅ Search, Social, & Display almost always attribute the MOST conversions & LOWEST CPA – but don't be fooled!✅ CTV (Connected TV) almost always drives the highest impact on awareness, consideration, AND highest incremental lift 📈 Why?🔍 Studies show that over half of Google searches come from consumers already intending to buy. Try typing "...

Most marketers measure "performance", but are you measuring true impact? Incrementality measurement is the key to knowing whether your marketing efforts actually drive results—or if you're just paying for outcomes that would've happened anyway. For example, if McDonald's stopped advertising tomorrow, people would still go to McDonald's because it's lunch time and they are hungry. So, it begs the q...

🚀 Why Every Brand Marketer & Agency Needs AI Bidding in Their #DSP 🚀 Think about it: Brand Marketers and Publishers priorities simply don't align. Brand Priorities:✅ Deliver the budget in full!✅ Maintain even pacing✅ Optimize reach & frequency✅ Target the right audience✅ Achieve performance outcomes✅ Ensure attribution & measurement✅ Get fair pricing Publisher Priorities:✅ Ma...

Retargeting: The Illusion of "Performance" When escalations land on my desk for low or nonexistent incremental lift, the first thing that comes to mind is targeting settings. More often than not, the culprit is the same: Retargeting past purchasers. These campaigns always look great on the surface—high conversion rates, strong ROAS, glowing performance reports you proudly share with your boss or c...

Title: Marketing Metrics That Matter: Incrementality & Attribution Truths Description:Not all performance metrics tell the real story. In this episode, I break down why incrementality should be your North Star, how misleading attribution inflates ROAS, and why true business growth comes from measuring real impact—not just nice-looking reports. If you’re focused on driving real results over van...