MMM

Newton Research introduced a fully agentic layer to its platform that can handle each step of a campaign lifecycle and better predict future outcomes.

Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.

Marketers are rediscovering MMM. Google Meridian and Meta Robyn are among the tools gaining attention among marketers. We dive into what it means to tie your MMM solution to a search or social media giant. 

Google and Meta are quietly rewriting the rules of ad measurement, and they’re doing it with open-source marketing mix modeling tools that many marketers don’t even realize they’re using.

In a world being agentically orchestrated at scale, human judgment is the indispensable guardrail preventing us from optimizing right over the cliff.

Binary measurement preserves margin and lets late-arriving impressions claim credit they may not deserve. We need a new measurement model for the AI era.

Between signal loss, missing audience information and aging data, most of the data that companies have is spotty. But despite what you may have heard, agentic AI can deal with spotty data.

WPP is shifting to a pay-for-performance revenue model. But there are many barriers to clear before PFP becomes the industry standard.

AdExchanger Senior Editors Alyssa Boyle and Anthony Vargas share their takeaways from three days chatting about agentic AI at POSSIBLE.

There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of digital attribution.”

Mike Finnerty is leaving TransUnion to become Mutinex’s US president and lead the company’s expansion stateside.

The future of retail media depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.

True Religion CMO Kristen D’Arcy approaches marketing measurement the way you’d shop for jeans – by looking for the right fit. She’s moved past last click, using real-time data to see what actually drives sales, and she isn’t afraid to make fast changes when something isn’t working.

AI shopping agents are breaking the traditional attribution loop. Marketers must ensure that AI is aware of their brand and track how that awareness influences ecommerce outcomes.

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.”

Ron Jacobson took the classic programmatic startup route. Which is to say, he pivoted randomly from a software job at a bank (well, the New York Fed), landed at an ad tech company and later founded his own ad tech startup before getting acquired by yet another ad tech company.

Marketing measurement is broken, and everyone knows it. Every week, I talk to marketing leaders who are desperate to quantify the revenue that marketing is incrementally delivering to the business. Many of them have some kind of marketing mix model (MMM) in place, yet still rely almost exclusively on last-touch attribution (LTA) to optimize their marketing investments on a daily, weekly and monthly basis.

After a reenergizing week at the Cannes Lions festival, here are six observations on how our industry is changing to meet its new challenges.

SiriusXM integrated with Innovid to provide advertisers with the type of impression-level data they get for other digital channels, facilitate more direct comparisons and spur more investment in digital audio.

No one needs reminding that a recession sharpens the knife on every budget line. Yet the 2025 slowdown is arriving just as media trading itself is mutating.

Marketing measurement is messed up – it’s hard to argue otherwise – and most people agree on the reasons why: vanity metrics, imperfect models, unrealistic expectations. But there’s another issue at play, argues Julian Runge, an assistant professor of marketing at Northwestern University – and that’s a simple lack of communication.