Olivia Kory has experience up and down the online advertising supply chain, including at Sonos, Netflix, Quibi, TubeMogul and the Publicis agency Starcom MediaVest.
It’s been a long road home to Detroit, where she works remotely as head of strategy at Haus, an ad measurement and incrementality testing startup.
In this week’s episode, we catch up on some hot topics for ecommerce brands and retail media heading into 2025. We pull our punches on Quibi, though. There’s just too much to get through.
For one thing, the ad industry needs a good working understanding of what incrementality testing actually is (think “contribution,” not “attribution”). That’s the easy part, though.
“There’s so much news right now,” Kory says. “Between AppLovin and the Meta health and wellness restrictions, you almost forget we might lose TikTok.”
Haus has been an early testing partner for numerous brands who are among the first couple hundred advertisers in AppLovin’s ecommerce and DTC beta advertising program.
“I don’t think they had such high expectations” for the test, she says. But the platform’s attribution reporting kept the mobile gaming platform in the mix with Meta. The only question, she says, is whether AppLovin can keep it up as its advertisers scale their budgets and when AppLovin eventually opens the beta to more brands overall.
Also this episode: We talk about Kory’s time at Netflix and why she was surprised it defaulted to the Microsoft SSP in 2022. Also, what does it take to be a social-based ecommerce brand nowadays?
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