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.