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»Michael Collins

Marketing-Mix Modeling: A Road of Missed Opportunity for Brands

“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 written by Michael Collins, CEO at Adelphic. If you are in brand management, chances are you have leveraged marketing-mix modeling (MMM). In case you haven’t, MMM is the well-used planning tool that... Continue reading »

by AdExchanger // January 20th, 2017 //
»
How DSPs Navigate Agency ‘Preferred Partnerships’

Agencies often select a few “preferred partners” instead of dealing with numerous demand-side platforms (DSPs). While agencies, barring a client preference, should choose a DSP that can access the best inventory at the best rates for a given campaign, many buying platforms offer volume-based discounts. And because agencies feel the squeeze on margins, they might... Continue reading »

by Alison Weissbrot // November 23rd, 2016 //
»
 

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