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.

Media mix modeling (MMM) helps brands understand how marketing investments affect the bottom line. It originally focused on ...

What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois ...

This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, ...

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, ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our ...

AUSTIN, Texas--(BUSINESS WIRE)--Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, today announced major enhancements to its flagship Measured Incrementality Model ...

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 ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

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 ...

When a conventional marketing-mix model proved too latent, the brand's ecommerce head Drew Schneier went agile and got real-time results.

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 ...