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.
Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.
In today’s newsletter: Walled gardens are turning into an interconnected network of fortresses; Walmart eyes a Vizio acquisition; Dentsu stumbled in 2023.
