Multitouch attribution is hindered due to policy changes by Google and Apple, leaving room for the resurgence of Marketing Mix Modeling (MMM) which helps in speeding up workflow as user-level data fades away.
Although MMM might not scale down to smaller channels or offer user-level analytics, it remains crucial for measuring ad spend effectiveness. MMM requires more patience and effort than most organizations anticipate.
Traditional TV ads are sold based on average show ratings, not specific moments, allowing room for arbitrage opportunities when audience counts fluctuate during content like NFL games.
The unpredictability of audience counts during live events like NFL games creates arbitrage opportunities for ads served during intense moments, accumulating bonus impressions and challenging precise ad targeting strategies.
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