As retail media becomes advertising's fastest-growing channel, marketing mix models struggle to deliver insights fast enough ...

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.

This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, ...

AUSTIN, Texas--(BUSINESS WIRE)--Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, today announced major enhancements to its flagship Measured Incrementality Model ...

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 ...

There is a resurgence of Media Mix Modeling (MMM) in the digital marketing landscape due to privacy changes like the loss of cookies and mobile IDs. The top three advertising platforms, Meta, Google, ...

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered to ...

James Dixon, Chief Digital Officer, Atomic 212˚. For years, media mix modelling (MMM) was the preserve of big enterprises, a handful of experts and holding groups with dedicated expert data science ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

Recognition underscores NIQ’s leadership in delivering advanced analytics and full-funnel outcomes measurement on TikTok. NEW YORK, November 24, 2025--(BUSINESS WIRE)--NIQ, a global leader in consumer ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...