In constantly changing realm of digital advertising, getting the most out of your ad budget means blending Marketing Mix Modelling (MMM), smart attribution strategies, and effective customer segmentation. With data privacy rules becoming stricter and platforms adjusting their policies, advertisers are finding it tougher to stay efficient while also honoring user privacy

Varun Chivukula, a leading expert in ad measurement for Meta's largest advertisers, has been instrumental in addressing these challenges. His work has successfully demonstrated the feasibility of conducting large-scale user-level incrementality experiments (randomized control trials) without exchanging raw user data, ensuring both privacy compliance and advertising effectiveness.