MMM

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 […]

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.

Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!

Media mix modeling is back in fashion. Meta, Amazon and Google are finding ways for marketers to measure the effectiveness of their entire advertising spend. Should we trust them?

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling ­– even if it means giving credit to their competitors for driving conversions.

With 100 million customers and a homegrown CDP, Intuit is a data-driven brand, says Intuit CMO Lara Balazs. But beyond conversions, the owner of TurboTax and Credit Karma closely tracks brand reputation as a measure of success.

The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.

As measurement challenges intensify for DTC marketers, TikTokalytics vendors have been filling the gap. Plus: Analyzing the language at an FTC hearing on “commercial surveillance.”

Meta just got sued over an alleged violation of HIPAA. But where exactly does the health privacy law apply? With the recent overturn of Roe v. Wade, it’s more important than ever for digital advertisers to understand how HIPAA protects (and doesn’t protect) the use of sensitive health data in ad campaigns. Plus: Understanding the resurgence of MMM and the rise of incrementality measurement.