You’re a marketer and you need to pick a marketing mix modeling (MMM) tool.
Should you tie your solution to a search or social media giant?
Both Google and Meta built open-source, low-cost MMM tools for marketers to use. Google, in particular, has bet heavily on its Meridian solution, rewarding internal teams when marketers adopt the MMM tool.
AdExchanger Senior Editor James Hercher unpacks his story comparing the MMM tools run by Big Tech platforms – where they are in terms of market adoption, how Big Tech companies are investing (or pulling back) in solutions.
We also discuss the inherent conflict of choosing a measurement solution tied to a company that sells marketers performance-based ads. For years, marketers have grumbled that Google and Facebook take credit for conversions that happen after a TV spot or out-of-home campaign or another channel. It’s easy for bottom-funnel media types to take the credit for the hard work that happens upstream of their media.
But for some marketers, the trade-off between a low-cost measurement – or even measurement shadowed by the possibility of influence – is better than flying blind in your omnichannel marketing.
