Haus

We've got an expanded analysis that highlights what's driving the shift and how enterprises can put these insights into action live as a new research report on the Haus blog: haus.io/blog/is-metas-…

Each dot is one experiment: Above 1.0x means Incremental Attribution outperformed, below 1.0x means standard attribution outperformed. The geometric mean shows the typical result across experiments without letting one or two extreme outliers skew the overall takeaway.

New Haus data shows Meta's Incremental Attribution outperforming standard attribution.

Haus MCP is NOW LIVE for all. Would love feedback on how you’re using it.

@oliviaakory Full remarks from Olivia on the Haus site: haus.io/blog/haus-name…

Haus has officially named @oliviaakory Chief Marketing Officer. Four years ago, Olivia left the Head of Growth path to join a stealth software startup with five customers and no product. At the time, Haus was a small team with a big point of view. Today, we're trusted by the most sophisticated marketing organizations in the world. And as CMO, Olivia will accelerate our efforts to help more teams operationalize incrementality and drive better business outcomes. In her own words: “I want Haus to continue representing the voice of advertisers, of our customers. I want us to be the independent voice marketers trust when data gets noisy and conflicts of interest leave you wondering what’s real and what’s not. Whatever the next hype cycle is, our job is to bring signal, nuance, and honesty to the table.”

Full episode here: youtube.com/watch?v=p-2z-b… Spotify: open.spotify.com/episode/3Sn0Dj… Apple: podcasts.apple.com/us/podcast/inc…

In our latest Open Haus episode, Aaron Zagha (CMO, Newton Baby, Inc.) joins Haus' Olivia Kory to talk about how he leveraged his finance background and a rigorous approach to measurement to help @newtonlivinginc build a category, scale efficiently, and ultimately reach acquisition. In this episode, Aaron talks: – His unique path from finance to ecommerce (1:26) – His early big bet on influencer marketing (12:15) – Being early to Amazon (15:56) – Newton's acquisition by Resident (22:00) – His unemotional approach to reallocation (26:16) – Balancing optimizing for growth vs. efficiency (38:43) – The importance of building a strong customer advisory board (41:49) This is a masterclass with one of the most innovative marketing leaders of the past decade. Find the full episode below. 🎧

Read the full report: haus.io/blog/how-film-…

4. Search volume is a useful leading indicator, but it doesn’t always translate to ticket sales as expected. For franchise films, box office lift consistently outpaced search lift: incremental search volume rose just 0.43% to 1.8%, yet ticket sales increased 1.2% to 3.7%. For non-franchise titles, the pattern was mixed — half followed the expected funnel, while half showed the reverse. The takeaway: Even in the same category, business models vary widely. Relying too heavily on benchmarks or surface-level signals is risky. The real competitive edge lies in building a repeatable experimentation system where causal answers accumulate and learnings compound. Find the full report linked below.

Our meta-analysis of incrementality experiments run by film studios and streaming platforms is here. While studios and streamers are going after the same audiences, their models vary widely — which is why our research surfaced such a nuanced picture of the industry. Here were some trends and data points that practitioners in the industry should file away:

Full report here, including recommendations on how brands can apply these learnings to their own marketing and finance decisions: haus.io/blog/is-applov…

A few highlights from the hundreds of tests analyzed: – AppLovin performs especially well for DTC brands: DTC efficiency is 1.11x higher than the average of other channels those same brands tested – AppLovin shines as a net-new acquisition channel: New customers represent roughly 66.3% of DTC impact – AppLovin is maturing out of its early-adopter phase: While overall efficiency has come back to Earth from its 2025 highs, first-time AppLovin tests still beat the typical result 53% of the time

Today we’re publishing our latest research report on AppLovin. Long known as a mobile gaming ad network, AppLovin has become one of the most discussed performance channels in DTC. The pitch is compelling: Massive mobile app inventory, unskippable video format, a powerful optimization engine, and a user base that many brands have not meaningfully reached through existing platform powerhouses. But adoption and platform momentum don’t always translate into incremental outcomes. Does the AppLovin hype hold up when we look at actual business impact?

Watch on YouTube: youtube.com/watch?v=wHcycI… Or on Spotify: open.spotify.com/episode/0WXxMw…

A couple months ago, Dean Gordon came on Open Haus to discuss his framework for channel diversification. Now he's back by popular demand to break down spend-level tests and help you find the marginal efficiency of your marketing. Watch the full episode at the link in the comments.