A New Gold Standard for Digital Ad Measurement?

Marketing mix modeling is making a comeback. Fundamental changes to the digital ads ecosystem — such as Apple’s new limits on what advertisers are able to track — mean that deterministic user-level measurement of digital advertising effects is only going to get more challenging. As this data dries up, companies that don’t adapt run the risk of suddenly finding themselves in the dark. In this new landscape, marketing mix models (MMMs) have a specific advantage: They’re able to produce dependable measurements — and insight — purely from natural variation in aggregate data, and don’t require user-level data.