When it comes to complex techniques like media mix modeling, the field is awash with false promises about the benefits that AI can offer.
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.
Live from New York at Programmatic IO, the AdExchanger editorial team debriefs what ad tech’s brightest minds are saying and doing around AI and measurement.
The competitive set has shifted and it’s stacked against independent DSPs. But, instead of chasing what competitors already own, TTD can own what they can’t: trust.
Newton Research announced its $9 million Series A raise on Tuesday. The funds will go toward hiring as demand for Newton’s specialized AI agents grows.
The Marketing Efficiency Ratio (MER) is a data-driven advertising metric that’s been around for many years but is now reaching mainstream, or to some at least, revered status.
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.”
