My guest on this week's episode of the podcast is Andrew Covato, a veteran of the largest digital advertising platforms -- including Meta, Google, and Snap -- and the founder and managing director of Growth by Science, an advertising measurement and technology consultancy.

Andrew and I discuss the topic of advertising measurement broadly, including:

• The misconceptions that advertisers have about how the largest walled garden advertising platforms function;
• The principal mistakes companies make related to marketing-driven growth;
• The scientific approach to measurement;
• How companies can future-proof their advertising measurement;
• The analytical constraints that prevent most advertisers from growing spend;
• Creative analytics;
• A systematic approach to channel diversification.

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

• ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.
• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

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