Welcome to our Tweet of the Week, where we spotlight insightful and thought-provoking tweets from the world of adtech. Every Friday, we’ll bring you a standout tweet that captures important trends, shares valuable data, or offers unique perspectives on the always-evolving adtech landscape.
This week’s spotlight is on a tweet from Olivia Kory, Head of Strategy at Haus, a company that measures incrementality for advertisers.
Olivia shared research about Google Performance Max (PMax), Google’s AI tool designed to maximize campaign conversions across Google channels, simplify campaign management, and optimize for desired goals.
Her tweet is a meta-analysis of PMax advertising strategies, specifically examining whether to include or exclude brand terms in campaigns. This analysis offers up some valuable insights for marketers using or considering PMax for their advertising efforts.
Check out the full tweet here.
