Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The MMM Transplant Some call it media mix modeling; others call it marketing mix modeling. Regardless, there’s a noticeable uptick in advertisers incorporating MMM into ad measurement programs. But MMM is old fashioned. It doesn’t involve user-level data, takes weeks (if not months) to […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jeff Sue, GM, Americas at Mintegral. Connected TV (CTV) is rapidly emerging as an enticing channel for advertisers looking to increase their campaign reach and tap into new channels of ad inventory. The mobile ad […]
Advertisers of all stripes are rethinking their ad measurement and attribution strategy. But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven’t exactly led to a renaissance of understanding how measurement works.
Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to […]
The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.
Call it the rise of TikTokalytics. A group of young attribution and analytics startups, the newest wielding particular talent on TikTok, have inherited the Earth from multi-touch attribution (MTA) companies.
Many brand marketers, even some of the most sophisticated data-driven online advertisers, are reverting to tried-and-true methods to measure and plan their campaigns, including media mix modeling and surveys. You can’t blame brands from being pretty much done with promises when it comes to digital marketing.
Multi-touch attribution is reaching an inflection point (finally). The majority of large advertisers (53%) now say they use MTA to track and optimize their spending across channels, according to new research from marketing trade org MMA Global. But why now?
There’s a disconnect between those ad buyers in the trenches of online advertising and their own corporate leaders up the C-suite, who are accustomed to determining marketing group budgets based on ROI and other basic advertising KPIs that, frankly, are going haywire right now. One way to deal with that disconnect is to add someone who speaks both languages, as it were.
American Express is investing in measurement technology to try and give credit where credit is due. Since 2019, Amex has been moving away from multi-touch attribution and embracing marketing mix modeling and machine learning to power its approach to measurement.
