On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

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.

Modeling the return-on-investment of internet marketing doesn't have to be a challenge. After having spent nearly 10 years at Modem Media developing Internet marketing programs for Fortune 500 clients ...

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...

Few technologies have merged into the everyday lives of people around the world as rapidly as artificial intelligence (AI) has in the past few years. It’s like we all just woke up one morning to find ...

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 ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

Google’s Privacy Sandbox has been called one of the biggest changes the programmatic and digital advertising industry has ever seen. And for good reason. Google’s ...