In this episode of the Mobile Dev Memo podcast, I speak to returning guest Maor Sadra, the CEO of INCRMNTAL, about changing attitudes toward marketing measurement. The catalyst for this conversation was a set of diagrams that Maor recently published on the INCRMNTAL blog, ranking various marketing measurement methodologies across a number of features.

In this episode, we discuss:

The tradeoffs inherent in the above spiderweb diagram;
Whether and how app advertisers implement experiments in their marketing;
The popularity of media mix modeling in the app advertising ecosystem and whether enthusiasm for it has changed;
Trends in the composition of user acquisition budgets by channel for app advertisers;
Whether budget is shifting meaningfully to the web for app advertisers;
The gaps in measurement that app advertisers struggle to close;
Whether budgets are increasing on Meta and Google as their AI-empowered solutions expand;
How AI plays a role in marketing measurement.

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

Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
⁠⁠⁠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.
INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

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

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