MMM

US judge rules generative AI has no fair use claim; Snap sets its sights on SMBs; MMM comes to CTV; and Disney introduces ads in live TV, even for paid users.

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

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.

2024 was a year of hectic change for ad measurement. These are a few of the new ad attribution trends and techniques programmatic advertiser should know going into 2025.

The physical presence of the boutique is a force multiplier for Nespresso’s marketing efforts. Like many other DTC brands (including those it shares space with at the outdoor mall), it’s using a storefront to build brand equity.

Here’s an uncomfortable question for any data-driven advertiser: Is there a good way to measure and attribute marketing campaigns?

The ad industry continues to grapple with inconsistent measurement and reporting, according to Hyun Lee-Miller, chief media officer at the independent media and measurement agency Good Apple.

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.