VP of Marketing Science at Meta
Smallwood is known for leading Meta's advertising measurement science practice and for championing incrementality testing and privacy-safe measurement frameworks as the industry moves away from cookie-based attribution.
Last updated Feb 27, 2026 by AI Enrichment
Brad Smallwood is one of the most influential figures in advertising measurement, having spent over a decade at Meta (formerly Facebook) shaping how the industry thinks about proving and improving advertising ROI. As Vice President of Marketing Science, he leads a global team responsible for developing measurement methodologies, attribution frameworks, and privacy-safe solutions that help advertisers quantify the true impact of their campaigns. His work sits at the intersection of data science, marketing strategy, and privacy policy — making him a uniquely cross-functional leader in the AdTech ecosystem. Smallwood has been a central architect of Meta's measurement infrastructure, championing approaches such as conversion lift studies, brand lift measurement, and incrementality testing as more rigorous alternatives to last-click attribution. His team has been instrumental in responding to seismic industry shifts — most notably Apple's App Tracking Transparency (ATT) framework — by developing privacy-preserving measurement alternatives including aggregated event measurement and the broader adoption of marketing mix modeling (MMM). He has consistently advocated for moving the industry away from deterministic, cookie-dependent measurement toward probabilistic and modeled approaches. Before his tenure at Meta, Smallwood held senior analytics and measurement roles that gave him a client-side perspective rarely found among platform-side measurement leaders. This background has informed his ability to translate complex statistical methodologies into actionable business insights for advertisers of all sizes. He is a frequent speaker at major industry conferences including Advertising Week and the ANA Masters of Marketing, where he addresses the evolving standards for measuring digital advertising effectiveness in an era of increasing data restrictions.
Meta (Facebook) (prior to VP role)
Agency or Brand (unspecified) (pre-Meta)