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Episode 83: Why Your Incrementality Tests Fail with Jaysen Gillespie
Machine learning is dead. Deep learning is here. Jaysen Gillespie from RTB House reveals how AI models that think like the human brain predict real user intent; not just who clicks ads, but who buys without seeing them. That's the secret to true incrementality. He explains how IntentGPT solves contextual advertising problems and why Google's GA4 move accidentally sparked an incrementality testing boom. The future isn't just programmatic. It's intelligence across every channel.
About Jaysen Gillespie: Jaysen is a Southern California analytics pro with 15+ years in tech leadership. Currently…
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