Season 4, Episode 4: Meta introduces incrementality optimization and other upgrades (with Fred Leach)

My guest on this week's episode of the Mobile Dev Memo is Fred Leach, a Vice President of Product Development at Meta. Fred published a blog post last month announcing three significant changes to Meta's advertising platform: new value-based optimization objectives, support for incrementality optimization, and integrations with third-party analytics tools.

I invited Fred onto the podcast to unpack these changes in more detail. In our conversation, we discuss, among other things:

• How the Meta ads platform has evolved over the past 2-3 years;
• How Meta thinks about incrementality, and why it is important to advertisers;
• How Meta measures incrementality;
• The objectives that will be available for incrementality optimization;
• How integrating with third-party analytics tools contributes to improved advertiser performance;
• The new value-based segment targeting feature;
• Whether these changes will reduce the number of campaigns advertisers need to run;
• How these changes will ultimately combine with Generative AI for ad creative production;
• The rollout plan and timeline for these new features.

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

• Kayzen. A mobile-first DSP that is built to democratize programmatic advertising.
• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

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