Intelligence

Strategic Opportunities

Meta’s Incrementality Push Creates New Measurement Partnership Openings

By: Christian Banach

on February 2, 2026

How Meta’s marketing leaders think about measurement, alignment, and truthful storytelling at scale. A clear look at what strong agency partners can do to earn trust and deliver accountable growth.

At a Glance

Interviewee: Alex Schultz, CMO & VP Analytics

Company: Meta

Location: Menlo Park, California

Industry: Consumer technology and advertising

Company Notes: Ads across a “Family of Apps,” plus longer-horizon bets like Reality Labs

Best-Fit Agencies: measurement and experimentation, creative production at scale, lifecycle and growth, brand and trust communications, marketing ops and automation

Source: CMO Confidential Podcast

The Big Picture Meta ...

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Christian Banach

Christian Banach is the founder of NextBigWin and a leader in agency growth and business development, bringing over 20 years of experience. He serves on the 4A’s Expert Network and has helped holdco agencies, such as Energy BBDO, and independents win millions in new business from brands like Disney, Toyota, and Kohl’s.