Brenden is the marketer behind Stella. He came up as a media buyer, running paid budgets for everyone from scrappy DTC brands to publicly traded companies, and was named to Performance Marketing World's 30 Under 30 in 2022. He still runs live ad accounts, so none of this is theory.
He's run hundreds of holdout tests measuring the gap between what the ad platforms report and what actually shows up in revenue, with branded search returning a fraction of the sales Google takes credit for.
He writes and speaks regularly on incrementality, the limits of last-click attribution, and the ROAS myths that waste budget.
As heard on the DTC Podcast and The Marketing Mentor Podcast.
Frequently asked
Who is Brenden DelaRua?
Brenden DelaRua is the co-founder and CMO of Stella, an incrementality platform. A media buyer named to Performance Marketing World's 30 Under 30, he has run hundreds of holdout tests measuring the gap between platform-reported and incremental performance, and he writes and speaks widely on incrementality and marketing measurement.
What is Brenden DelaRua known for?
Brenden DelaRua is known for his work on incrementality measurement and for challenging last-click attribution. As co-founder and CMO of Stella and an active media buyer, he runs holdout experiments that measure how much of a platform’s reported ROAS is actually incremental, and covers the topic on podcasts including the DTC Podcast and The Marketing Mentor Podcast.