# Geo Holdouts, Halo Effects, and the Real Results of Your Ad Spend — With Olivia Kory of Haus Analytics

Page: https://stenobird.com/podcast/ecommerce-evolution-743223/geo-holdouts-halo-effects-and-the-real-results-of-your-ad-spend-with-olivia-kory-of-haus-analytics
Text version: https://stenobird.com/podcast/ecommerce-evolution-743223/geo-holdouts-halo-effects-and-the-real-results-of-your-ad-spend-with-olivia-kory-of-haus-analytics.md
Podcast: [eCommerce Evolution](https://stenobird.com/podcast/ecommerce-evolution-743223)
Published: 2026-04-30T13:30:00+00:00
Episode link: http://ecommerceevolution.libsyn.com/podcast
Audio file: https://episodes.captivate.fm/episode/22976eb0-61f5-4cfb-9a24-f0ceee338f37.mp3
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Duration seconds: 3416

## Resource

Most DTC brands are making million-dollar channel decisions based on attribution data that's fundamentally wrong. Olivia Kory — CSO of Haus and the incrementality expert Brett references on stage more than almost anyone — breaks down what it actually takes to know if your ads are working. Spoiler: if you've been writing off YouTube based on MTA, you owe yourself a retest. Inside the episode: Why YouTube's true ROAS is 3.4X what the platform reports — and how Haus's 190-test study across 74 brands proved it (plus why your D2C numbers alone are only half the picture) The right time to start incrementality testing — it's not when you're huge, it's when your business gets complicated enough that turning off ads won't give you a clean answer How StockX went from barely spending on YouTube to making it their #2 acquisition channel — by running geo holdout tests and acting on the results Why Meta's optimization might be too good — and how brands like Jones Road are improving their iROAS by making changes that look worse in-platform The surprise winner: AppLovin — Olivia came in skeptical of mobile game ad inventory and got data she didn't expect Haus's new DTC Basics tier — a lower-cost entry point so more brands can stop guessing which channels are actually driving growth Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! Chapters: [00:00] Intro clip — Olivia on treating incrementality as a report card vs. a growth tool [00:22] Introductions & background — Olivia's path from Starcom → TubeMogul → Netflix → Quibi → Sonos → Haus [06:55] What is incrementality? — The randomized controlled trial analogy; geo holdouts vs. click-based attribution [10:45] When should a brand start using incrementality? — The low…

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