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.

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 ...

Bernard May is the CEO of National Positions, a 5-time Inc. 500 company, award-winning marketing agency and Google Premier Partner. In my years as a marketing executive, I’ve seen teams spend months ...

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling (MMM) ­– even if it means giving credit to their competitors for driving ...

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, ...

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered to ...

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 ...

Marketers have a lot of misconceptions about marketing mix modeling (MMM). But it’s far less expensive – and easier – to execute than it used to be. Deli meat brand Land O’Frost has been investing in ...

Google’s Meridian uses advanced modeling to improve ad budget insights across online and offline channels. It helps measure long-term brand impact and integrates key Google media metrics like YouTube ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...