Episode 183: Ask Olivia Kory Whether AppLovin Ads Work & She Explains Attribution vs Incrementality

Podcast: Marketecture: Get Smart. Fast. · Ari Paparo

Opublikowano: 2026-07-24

Ari Paparo and Eric Franchi welcome Olivia Kory, Chief Marketing Strategy Officer at Haus, to unpack one of advertising's biggest questions: do ads actually work? Olivia explains the critical difference between attribution and incrementality, shares why AppLovin has become a standout performance channel. She discusses the future of media measurement, AI-driven optimization, and agentic media buying. The episode also covers Google's latest earnings, AI search trends, OpenAI's advertising ambitions, and the challenges of measuring podcast advertising. Takeaways: Olivia explains why incrementality measures causation while attribution measures correlation.AppLovin delivers strong short-term performance, particularly for lower-cost, impulse...