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!
INCRMNTAL’s new platform uses causal AI models to measure and help marketers understand the relationship between cause and effect.
The broadcaster-backed joint industry committee announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations.
Nielsen held a press briefing to reassert itself as the go-to TV measurement and currency company ahead of upfront negotiations. To back up its assertion, it shared a status update on its currency offerings and a comparison to its competitors.
The MRC and the broadcaster-backed joint industry committee released a joint statement to clarify the difference between them, which has been a charged topic ever since the JIC formed last year.
If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.
Comscore announced that it secured Media Rating Council accreditation for both national and local TV ratings – just in time for this year’s upfront negotiations.
Coming off of a strong 2023, DoubleVerify is betting that its products for social media will fuel its revenue growth for years to come.
Misinformation, MFA sites, third-party cookie deprecation – no wonder advertisers are stressed. And as its 2023 results show, IAS reaps the benefits, with brands seeking brand safety and suitability and contextual advertising solutions.
The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.
