Reeto Mookherjee

Co-founder and CEO, Angler AI | ex-GoodRx, Fandango, Zilliant, Expedia, ProfitLogic, Ingram Micro, ... builder of data & analytics teams, products and services

[Reeto Mookherjee @reetomookherjee]

@SqSehrish Fathers name : what. Missing ? was the clue 😀

[Reeto Mookherjee @reetomookherjee]

@Sabrinahonno AI

[Reeto Mookherjee @reetomookherjee]

@peterstringer @herrmanndigital What’s wrong with that?

[Reeto Mookherjee @reetomookherjee]

@codyplof B-school should teach why you can’t draw any meaningful conclusions with very little data you will generate with $100 ad spend

[Reeto Mookherjee @reetomookherjee]

@brett_fish @adswithani @zachmstuck It depends if the business is having anything can be seen as PHI … then just obfuscating the URL and sending conversion as custom conversion doesn’t make you fully compliant … because there is a sufficient risk of re-identification even just with IP address.

[Reeto Mookherjee @reetomookherjee]

@adswithani @zachmstuck We score every visitors on likelihood to convert and based on that we can configure events for optimization … we have many brands that are in health tech (HIPAA covered entity ) and those are just impacted by Meta’s data restrictions.

[Reeto Mookherjee @reetomookherjee]

@adswithani @zachmstuck Yes you nailed it — what’s currently working but very likely that won’t be the option — especially when you won’t be able to verify any custom event yourself.

[Reeto Mookherjee @reetomookherjee]

@zachmstuck We strongly recommend you set up Angler side by side (in a brand new dataset) and run A/B test or conversion lift test to compare performance

[Reeto Mookherjee @reetomookherjee]

@zachmstuck Yes would love to chat. I cofounded Angler after working in healthcare tech (GoodRx) and what’s happening in health & wellness it’s beyond just custom event & url obfuscation (yes that works at the moment in Meta but won’t be sufficient in the near future).

[Reeto Mookherjee @reetomookherjee]

@andrewjfaris @zachmstuck @getelevar @iamBradRedding Blog: advanced CAPI vs predictive CAPI https://t.co/TVUz9Rrltp

[Reeto Mookherjee @reetomookherjee]

@andrewjfaris @zachmstuck @getelevar @iamBradRedding Would love to chat … Elevar is a great advanced CAPI solution. Angler is a predictive CAPI that’s purpose built for some additional use cases including health & wellness requirements (including future proofing it). You can test it side by side too

[Reeto Mookherjee @reetomookherjee]

@codyplof @drsnow We figured out a better way to enforce that is through synthetic events (custom event streamed steadily the exclusion pool) and you define an audience off that for exclusion

[Reeto Mookherjee @reetomookherjee]

@codyplof @drsnow @codyplof thank you for sharing this. We do see this a lot and the hypothesis is that even if you have audience based exclusion, unless the user interacted with your brand in the last 28 days, at the time of auction meta may still bid for that impression

[Reeto Mookherjee @reetomookherjee]

@ashvinmelwani End of the day Meta is a huge contributory data graph … and that’s why when I visit True Classic my Meta feed is filled with men’s clothing apparel ads

[Reeto Mookherjee @reetomookherjee]

@ashvinmelwani My theory is that you are ‘adjacent enough’ to health & wellness brands (though you aren’t flagged and can still optimize on purchase)… so when those adjacent brands conversion data is restricted it has secondary (negative) effect on you as well…

[Reeto Mookherjee @reetomookherjee]

@WallStreetApes Not true.

[Reeto Mookherjee @reetomookherjee]

@paulg @derekworldover @paulg 😂😂

[Reeto Mookherjee @reetomookherjee]

@TaylorHoliday Ads manager reporting showing numbers based on time of transaction for at least 2 years already … that isn’t new. What’s new?

[Reeto Mookherjee @reetomookherjee]

@LeadershipAcad1 We should chat. DM you

[Reeto Mookherjee @reetomookherjee]

@TaylorHoliday Can you elaborate on #2 how to decide on setting caps for experimentation and prove incrementality (geo lift?)
Very interesting