Keynote speaker: Vincenzo D'Elia (Ph.D), Senior Manager at Criteo (Paris, France)

Title: “On the causality of advertising”

Abstract. Incrementality is the measure of the causal effect of advertising, and it estimates how the conversions are impacted by changes of marketing budget. In his talk, he will present challenges on measurement

frameworks (based on counterfactuals), the relationship with traditional conversion attribution algorithms, and impacts on budget allocation.

Short bio. Vincenzo D'Elia obtained a PhD at "Politecnico di Torino" (Italy) in 2010. He is senior manager at Criteo, the leader of performance advertising. Criteo connects 1.5 billion active shoppers with the

things they need and love. Criteo technology takes an algorithmic approach to predict what user to show an ad to, when, and for what products, in less than 10 ms. It processes 120TB of data every day.