Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast · AdQuick

Olivia Kory: incrementality, startups vs large companies and more | E58

February 28, 2025·35 min·3 clips

Olivia Kory discovered her marketing attribution system was flawed when it recommended moving all video budget to paid search.

Olivia Kory, Head of Strategy at House, discusses incrementality testing, the flaws in marketing attribution models, and the balance between brand and performance marketing. She shares insights from her experiences at Netflix, Quibi, and Tube Mogul, emphasizing data-driven decision-making and the importance of experimentation culture in startups versus large companies.

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