Ads incrementality at scale
Context: Ads teams needed trustworthy lift estimates across markets without slowing delivery.
Constraints: Limited randomized control opportunities, shared budgets, and latency-sensitive bidding systems.
Actions and outcomes
- Built a measurement plan combining geo experiments with CUPED adjustments and counterfactual simulations.
- Added pre-launch checklists (overlap, power, guardrails) and post-launch monitoring for lift decay and spillover.
- Delivered dashboards and templates that shortened experiment setup time by 30% while improving confidence intervals.
Artifacts
- Geo-experiment playbooks and lift QA templates.
- Shared libraries for treatment assignment, bucketing, and metric validation.
- Patterns documented in the Causal measurement for ads pillar.
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