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The Big Story

Retreat To MMM

Apr 18, 2024
The podcast discusses the resurgence of Media Mix Modeling in advertising, focusing on Google's Meridian. It also explores the rise of shoppable TV, T-commerce, and the challenges faced by platforms. The chapters cover topics like the impact of walled gardens, solutions for video content production, and innovations in T-commerce and shoppable TV experiences.
42:53

Podcast summary created with Snipd AI

Quick takeaways

  • MMM gains popularity due to campaign optimization effectiveness despite precision challenges.
  • Companies leverage machine learning in MMM for improved campaign optimization and attribution.

Deep dives

The Shift to Media Mix Modeling (MMM) in Digital Marketing

The industry is moving towards Media Mix Modeling (MMM) as a preferred method for campaign attribution. Platforms like Google, Facebook, and Meta are adopting MMM due to its effectiveness in capturing and optimizing campaign performance over time, despite signal loss in precise measurement. MMM with new machine learning capabilities has gained importance, as highlighted by Google's Meridian MMM tool.

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