According to a recent eMarketer study, improving media mix modeling (MMM) is essential for U.S. marketers, with 61% of them working to enhance its efficiency. As the landscape shifts, major companies like Google are promoting open-source MMM initiatives, such as Meridian, which aims to help measure media performance. As these technologies evolve, marketers face the challenge of integrating traditional MMM with approaches like multi-touch attribution (MTA), leading to ongoing discussions about which methods provide more effective budget allocation in an increasingly digital marketplace.
"Improving media mix modeling is a top priority for marketers, with 61% working on enhancing its speed and efficiency, highlighting its importance in the advertising landscape."
"As more ad budgets shift online, the relevance of MMM is challenged by new methodologies like multi-touch attribution, leading to ongoing discussions in the industry."
Collection
[
|
...
]