The future of retail media depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.
True Religion CMO Kristen D’Arcy approaches marketing measurement the way you’d shop for jeans – by looking for the right fit. She’s moved past last click, using real-time data to see what actually drives sales, and she isn’t afraid to make fast changes when something isn’t working.
Marketing often gets unfairly pegged as a cost center. But that wouldn’t happen if marketers had access to better measurement that gave them clarity on what truly drives business growth, argues Henry Innis, CEO and co-founder of MMM platform Mutinex.
Deli meat company Land O’Frost has been leaning into a new MMM approach to figure out which opportunities it’s been overlooking – or even inhibiting.
As privacy rules tighten, M&C Saatchi built OneView to help marketers measure performance without relying on cookies or user-level data.
There are many misconceptions about ad measurement. But the biggest thing most marketers are wrongheaded about is in thinking there’s a single solution for attribution. It simply doesn’t exist, says attribution expert Madan Bharadwaj, founder of measurement startup M^2.
There’s no way around using an assortment of measurement methodologies, says Owen Bickford, the paid performance media director at Alaska Airlines. “I don’t think they can work in a vacuum.”
SiriusXM integrated with Innovid to provide advertisers with the type of impression-level data they get for other digital channels, facilitate more direct comparisons and spur more investment in digital audio.
No one needs reminding that a recession sharpens the knife on every budget line. Yet the 2025 slowdown is arriving just as media trading itself is mutating.
It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.
What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois Snowman has a few thoughts.
The physical presence of the boutique is a force multiplier for Nespresso’s marketing efforts. Like many other DTC brands (including those it shares space with at the outdoor mall), it’s using a storefront to build brand equity.
The ad industry continues to grapple with inconsistent measurement and reporting, according to Hyun Lee-Miller, chief media officer at the independent media and measurement agency Good Apple.
There’s only so much you can do to measure earned media, says Najah Ayoub, CMO of Piece of Cake Moving & Storage. That’s why the brand invests so much in the customer experience. Plus: Piece of Cake’s hybrid MMM/MTA approach to attribution.
ChannelMix is InMarket’s fifth deal within as many years.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The MMM Transplant Some call it media mix modeling; others call it marketing mix modeling. Regardless, there’s a noticeable uptick in advertisers incorporating MMM into ad measurement programs. But MMM is old fashioned. It doesn’t involve user-level data, takes weeks (if not months) to […]
Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.
In today’s newsletter: The CMA outlines plans to fix competitive concerns in Google’s Privacy Sandbox; media mix modeling’s comeback continues; Snap’s Q1 earnings illustrate its attribution-driven turnaround.
One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between shoppable TV and T-commerce.
The democratization of media mix modeling is the main idea behind the launch of marketing analytics platform FutureSight.online.
If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”
If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.
Three themes dominated our coverage this year: consolidation, transparency and measurement.
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling – even if it means giving credit to their competitors for driving conversions.
Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.
Meta just got sued over an alleged violation of HIPAA. But where exactly does the health privacy law apply? With the recent overturn of Roe v. Wade, it’s more important than ever for digital advertisers to understand how HIPAA protects (and doesn’t protect) the use of sensitive health data in ad campaigns. Plus: Understanding the resurgence of MMM and the rise of incrementality measurement.
You can call it a heat wave – but Liquid I.V. sees an opportunity. The Unilever-owned brand, which makes powder that gets added to water to improve hydration (and taste), began its first national branding campaign a week ago, including its first TV, OTT and out-of-home media buys.
Target’s December data breach, which exposed the credit card and other personal information of as many as 110 million customers in late 2013, was calamitous for Target, scary for its customers, and an “early Christmas present” for identity protection brand LifeLock Inc., according to the company’s head of media. But rather than sit back and […]
