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Marketers are rediscovering MMM. Google Meridian and Meta Robyn are among the tools gaining attention among marketers. We dive into what it means to tie your MMM solution to a sear...
Julian Runge is speaking at AdExchanger’s Programmatic IO conference in New York City on September 28–29. If you haven’t grabbed your ticket yet, you can secure your seat here. Mar...
In this tutorial, we build a complete Bayesian marketing mix modeling workflow using Google Meridian. We begin by installing the required libraries, verifying GPU availability, and...
Google and Meta are quietly rewriting the rules of ad measurement, and they’re doing it with open-source marketing mix modeling (MMM) tools that many marketers don’t even realize t...
Модель обучена, метрики посчитаны, клиенты отсортированы по скору. Осталось выбрать аудиторию и запустить промокампанию. И тут появляется вопрос: сколько дополнительных денег прине...
AdExchanger ran a piece recently on open-source marketing mix modelling having its moment, and apologised on the way in for the new acronym. OS-MMM. Nobody asked for it, but here w...
Combining TV and digital outperformed TV alone for nearly 75% of brands studied, while a balanced media mix delivered stronger impact for 80% of brands, an analysis by Worldpanel b...
In this Ads Decoded episode, we discuss how to assess marketing campaigns with attribution, incrementality, and media mix models.
Even as more organizations adopt advanced measurement techniques, the perceived actionability of that measurement hasn’t kept pace. According to Forrester’s 2025 and 2026 global ma...
You don’t need an in-house marketing mix model to know that people buy toilet paper. But you do if you want to see firsthand which parts of your media plan are working and which de...
Marketing is changing quickly as data transforms how businesses plan spend and measure performance. The ability to forecast campaign results The post Predictive Marketing Analytics...
Amazon DSP ROI influences more business decisions than any audience strategy, creative test, or bidding tactic. Not because the campaigns are underperforming, but because they’re o...
For marketers, just knowing that an ad performed isn’t good enough anymore. To better understand the why behind ad performance, luxury real estate firm The Corcoran Group tapped an...
LLMs can produce a convincing media recommendation in a few seconds. The more useful question is whether the recommendation is correct: are the reach calculations right, are the as...
Meta's Muse Spark 1.3 prices inference at two levels : $1.25/$4.25 per million tokens for private data, & $0.10/$0.20 for training consent : a 92% price spread. Michael Maubous...
Using artificial intelligence to decide where the next Euro goes.Continue reading on Berlin Tech Blog (by mobile.de & Kleinanzeigen) »
Make your BFCM bets defensible: simulate audience reactions before launch.
Liquid Death is all jokes and dark humor on the surface, but the canned water brand’s chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. A...
Your marketing data should do more than explain what happened. It should help you decide what to do next.
Research sheds light on factors that can compromise attribution, lift, and ROI measurement, and points to the importance of data collaboration in building a clearer view of perform...
For most of its history, marketing lived on the expense side of the ledger. It was the function that built awareness and made the company look good. Its budget was treated accordin...
The partnership pairs premium, upstream-optimized streaming supply with intelligent, AI-driven CTV and OTT media buying. Media Consulting Group (MCG) announces a partnership with T...
Despite a wider set of tools available to the marketing industry, many still struggle to leverage insights to influence budgetary decisions.
Have you ever reviewed a campaign that looked strong on paper, yet felt wrong? Many teams see rising clicks and engagement, but still struggle to connect those numbers to real busi...
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