MMM helps marketers understand if a channel worked in the aggregate and what happens when the next dollar is added. For CTV, that discipline is badly needed. But MMMs can’t answer everything.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach […]
