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.
