Brian Collins

About Brian Collins

I’m a GM and product leader who builds and scales technology businesses at the…

Experience

1. Head of Incrementality Measurement, Amazon Advertising

   Amazon

   Oct 2022 — Present · Seattle, WA, US

   Single-threaded owner for incrementality measurement—the causal impact of advertising—across product, engineering, and AI/data science for Amazon\'s $60B+ global advertising business. Lead cross-functional teams spanning measurement science, platform engineering, and product management. Grew organization 3x; achieved Exceeds rating both years.Built and launched ghost-ads randomized controlled trial (RCT) experimentation infrastructure from initial design through production, integrating with all Tier 1 Amazon Ads bidder systems. This platform now runs millions of experiments measuring true ad incrementality across Sponsored Ads, Amazon DSP, and streaming inventory.Launched two first-of-their-kind AI/ML models estimating incrementality at campaign and impression levels—from science prototype through evaluation to production. These models power advertiser reporting and internal investment decisions for the world\'s largest brands.Shipped first incrementality optimization capability integrated with worldwide ad bidders, establishing new data contracts and high-scale interfaces with bidder pAction models, AWS Clean Rooms, and conversion ingestion services.Reduced error detection from days to minutes by migrating legacy analysis pipelines (processing petabytes daily) to event-driven architecture with statistical anomaly detection and automated data quality contracts.Led Multi-Touch Attribution (MTA) initiative from PRFAQ through Amazon Ads CEO funding to beta launch. Presented at Amazon Ads unBoxed conference; published whitepaper: arxiv.org/abs/25•••••09.Key contributor to Amazon\'s causal Media Mix Model providing ground-truth incrementality signals and science advisement. Incrementality lead for MRC accreditation and Top-to-Top meetings with Amazon\'s largest advertisers.