In the never-ending quest to answer the famous Wanamaker question — I know half my advertising is working, I just don’t know which half — media mix modeling was hailed for years as a possible solve, but it always took a long time before one could see the results of what MMM uncovered.
In the post-Covid world where the fate of third-party cookies has had the industry on an emotional roller coaster and where time is more of the essence than ever before, newer attempts at media mix modeling (or the broader marketing mix modeling, which examines all marketing tools not just media channels in media mix modeling) are more accessible to mid-market and smaller clients, not just huge multinational corporations.
Read More from Digiday
