While marketers have been grappling and struggling with solutions to the loss of third-party cookies over the past couple of years, new and smarter ways of investing media dollars have been evolving.

The digital media landscape is at a crossroads, one you may not really recognize. The last 20 years or so have been spent making the case that digital media is great at building a brand and driving ...

A year ago, MMA Global released a study revealing that 89% of marketers saw quality data as a challenge to implementing multitouch attribution (MTA). Between the death of cookies and recent and ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

There is a resurgence of Media Mix Modeling (MMM) in the digital marketing landscape due to privacy changes like the loss of cookies and mobile IDs. The top three advertising platforms, Meta, Google, ...

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Ahead of 2025, advertisers are picking apart their marketing activities to understand which media channels provide the best return on investment. Since it’s the season, former P&G analytical expert ...

Media mix modelers should reconsider radio as a new media channel and avoid constraining current radio ROI with historical performance benchmarks due to improvements in as-run delivery data, according ...

Marketing mix models aim to answer the marketer’s billion-dollar question: where should you spend your budget? Yet most organizations build models and still struggle to translate their outputs into ...

Collecting data from other media platforms, including offline media, is necessary to build a comprehensive MMM model," Wu says. "Additionally, data related to sales, competitive insights, events, and ...