Marketecture: Get Smart. Fast. Episode 109: MMMbop with Ron Jacobson plus StackAdapt's huge funding round
18 snips
Feb 7, 2025 Ron Jacobson, CEO of Rockerbox, shares expert insights on Media Mix Modeling and its adoption by giants like Google and Meta. He dives into the complexities of advertising measurement and discusses the critical need for systematic analytics approaches. Additionally, the conversation highlights recent massive funding rounds in ad tech, particularly StackAdapt's impressive $235 million boost and its implications for the industry. The podcast also touches on the evolving challenges in digital advertising and retail media.
AI Snips
Chapters
Transcript
Episode notes
State of Measurement
- Three key areas are impacting advertising measurement: methodology battles, data utilization, and platform optimization.
- Advertisers often chase the "hottest" methodology without a clear operational plan.
MMM Misconception
- A client sought Media Mix Modeling (MMM) to understand the customer journey, which MMM doesn't provide.
- This highlights the widespread misunderstanding of various measurement methodologies.
Measurement Hub
- Advertisers should establish a daily "pulse" of their business using a consistent measurement hub.
- MMM and incrementality testing can then serve as validation frameworks.