media mix modeling

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.”