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.

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling (MMM) ­– even if it means giving credit to their competitors for driving ...

Campaign explores if other marketers should follow in their footsteps. There is a resurgence of Media Mix Modeling (MMM) in the digital marketing landscape due to privacy changes like the loss of ...

Some call it media mix modeling; others call it marketing mix modeling. Regardless, there’s a noticeable uptick in advertisers incorporating MMM into ad measurement programs. But MMM is old fashioned.