American Express is investing in measurement technology to try and give credit where credit is due. Since 2019, Amex has been moving away from multi-touch attribution and embracing marketing mix modeling and machine learning to power its approach to measurement.
Ocean Spray is using a version of the vigorous measurement approach that the Food and Drug Administration uses to test medicines and vaccines, including the COVID-19 vaccine. The method, called randomized control trial (RCT) measurement, isn’t a new concept. (Fun fact: Apparently, the first randomized control trial took place in Nuremberg, Germany in 1835, as […]
Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Our guest this week, Manu Mathew, got in on the ground floor of multi-touch attribution (MTA) when he founded Visual IQ. The MTA company rose with the programmatic tide before being acquired by Nielsen in 2017. The category […]
