PEPr: Structured experimentation that scales

Liftoff's PEPr program formalizes experimentation to deliver reliable, scalable performance improvements. David Wall explains how structured testing is critical amid rising complexity from privacy changes, auction dynamics, and creative formats. The program prioritizes experiments through a quarterly roadmap balancing 'Discovery' (exploratory tests like rewarded targeting) and 'Scale' (proven strategies like iOS 26 promo campaigns).

Each initiative starts with a clear hypothesis and predefined KPIs; validation requires measurable impact, clean execution, and repeatability. Common misconceptions include equating any account change with experimentation and expecting immediate results. Advertisers increasingly demand experiments that unlock incremental budget through durable performance gains.

The structured framework enables cross-regional comparison, turning isolated tests into scalable tactics. Key takeaways: use controlled setups to avoid short-term volatility, invest patience in volatile experiments, validate repeatability before scaling, and treat experimentation as a compounding system rather than one-off tests.