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Episode 38

Navigating the Future of AdTech & Measurement

In this episode, Andrew Covato, Founder and Managing Director of Growth by Science, discusses the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.

Guest speaker: Andrew Covato

Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Facebook/Meta, Netflix, Snap, and fintech startups. Andrew has been advising companies of all shapes and sizes since 2012--from start-ups to Fortune 500 enterprises. He has spoken at large conferences (Meta's F8), guest-lectured at universities (UGA, Santa Clara, Rotman School of Management), and served on various ad industry boards & working groups (IAB, MMA, MRC, ARF, WFA).

Episode summary

In this episode, Andrew Covato, Founder and Managing Director of Growth by Science, discusses the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.

Key takeaways

  • How to effectively implement AI with the right data and humans

  • Applying incrementality to drive successful marketing efforts

  • The advantage of building scientifically-backed measurement strategies

Speaker quotes

“If you're doing the right type of experimentation that is specifically design experiment, test and control, and you're understanding the incremental impact on high LTV user acquisition, then you can find and seek out those kind of users, just doing it in a different way. A better way, in my opinion, and certainly a more scientifically sound way.” – Andrew Covato

Episode timestamps

‍*(02:50) - Andrew’s career journey

*(04:27) - Trends impacting AdTech and measurement

*(08:26) - Andrew’s advice for companies as they move away from third party cookies

*(19:33) - The intersection of politics and AI

*(29:14) - How Andrew defines “good data”

*(38:02) - Andrew’s recommendations for upleveling measurement strategies

Connect with Andrew on LinkedIn

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