3 in 15: The Future of Measurement

This podcast episode highlights the resurgence of Marketing Mix Modelling (MMM) as a vital tool for evaluating marketing effectiveness in a rapidly evolving landscape influenced by privacy regulations and technological advancements. Through discussions on the contrasting approaches of MMM and attribution modelling, the role of tech giants in MMM adoption, and the challenges of cross-media measurement and retail media, the episode underscores the need for standardized and transparent metrics to enable marketers to make informed decisions in a complex advertising environment.