As MMM Rides Again, Google Finds Its Place In The Conversation With Meridian
Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!
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Why Facebook, Google And Amazon Are Embracing Media Mix Modeling
The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling – even if it means giving credit to their competitors for driving conversions.