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.”
Google’s open-source MMM product goes live; Amazon Prime Video’s ad biz turns one; and teens don’t trust Big Tech and have doubts about AI.
In today’s newsletter: IAB Europe’s Transparency & Consent Framework operates under threat; DSPs frown upon ID bridging; and Google Ads is getting into marketing mix modeling.
