EP3 (GUEST) – Snap’s Former Head of Measurement, Andrew Covato, explains how the advertising industry can turn dumb measurement into smart measurement

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This week's guest: Andrew Covato

Andrew has over fifteen years of ad and growth experience at eBay, Google, Meta, Netflix, and most recently led global Measurement and Insights at Snap. During his career, Andrew has been a leader in building first- and third-party measurement systems for ad platforms and has designed media buying and optimization systems that have managed over $1B in annual spend. Andrew also invests, consults, and advises adtech companies and has sat on numerous industry boards & working groups.

You can find Andrew on LinkedIn: https://www.linkedin.com/in/andrewcovato/

• What does measurement mean at different companies? (1:23)
• The measurement lead up to where we are today (4:56)
• Old school measurement vs. New school measurement (7:13)
• Who gets to win? (10:25)
• This requires changes to how advertisers invest in marketing (13:38)
• All marketing is performance marketing (17:34)
• What is a data clean room and why do they matter? (21:10)
• Moving towards contextual advertising (25:17)
• Ending the digital marketing surveillance state (27:29)
• What does this mean for advertisers, platforms, and adtech? (30:50)
• Predicting ad tech in 5 years (32:44)