The Importance of Trust in Digital Measurement

For smaller businesses, measurement is owned by Google, Meta, Amazon, and to a lesser degree, Apple. The reason the giants own digital attribution through platforms so much is because they own customer data in terms of the login data that's required to make it happen. Media mix modeling uses predictive analytics and doesn't rely on following a customer around the web. But also is quite expensive and therefore much, much harder to be used by my smaller businesses.