Скачать или смотреть Alex Roucourt on Advertising Uplift

In today’s fragmented and privacy-focused advertising landscape, accurately measuring incremental uplift has become a serious challenge.

In this conversation, I speak with Alex Roucourt, VP of Partnerships at WorkMagic, about how marketers can adapt to reduced signal availability, platform silos, and the decline of third-party cookies. We explore why traditional attribution models are breaking down—and how new techniques like geo-lift testing are helping brands understand what’s truly driving performance.

Whether you're a media strategist, marketing lead, or analytics pro, this video offers a practical breakdown of how to approach modern campaign measurement and make smarter budget decisions.

You’ll learn:

How measurement worked in the cookie-based era vs. today

Why mobile, walled gardens, and privacy changes make lift testing harder

How geo-lift testing works—and why it’s privacy-safe and scalable

What marketers need to know about implementation, data science, and tradeoffs

00:00 Introduction
00:12 Meet Alex Roucourt and His Background
01:05 What Campaign Measurement Looked Like 15 Years Ago
02:54 Three Big Changes in the Measurement Landscape
05:50 How Marketers Are Responding to These Challenges
07:06 The Rise of Geo-Lift Testing
08:02 How Geo-Lift Testing Works in Practice
10:03 Defining "Geography" in Measurement Terms
11:24 Comparing Platforms: Meta vs. Snap
12:57 Using Lift Tests to Inform Budget Allocation
13:57 Why Geo-Lift Testing Requires Specialized Support
15:17 Common Concerns from Marketers About Testing
16:45 Addressing Objections to Holdout Groups
17:55 Final Thoughts and How to Connect with Alex