media mix modeling

Three themes dominated our coverage this year: consolidation, transparency and measurement.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling ­– even if it means giving credit to their competitors for driving conversions.

Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.

Meta just got sued over an alleged violation of HIPAA. But where exactly does the health privacy law apply? With the recent overturn of Roe v. Wade, it’s more important than ever for digital advertisers to understand how HIPAA protects (and doesn’t protect) the use of sensitive health data in ad campaigns. Plus: Understanding the resurgence of MMM and the rise of incrementality measurement.

You can call it a heat wave – but Liquid I.V. sees an opportunity. The Unilever-owned brand, which makes powder that gets added to water to improve hydration (and taste), began its first national branding campaign a week ago, including its first TV, OTT and out-of-home media buys.

Target’s December data breach, which exposed the credit card and other personal information of as many as 110 million customers in late 2013, was calamitous for Target, scary for its customers, and an “early Christmas present” for identity protection brand LifeLock Inc., according to the company’s head of media. But rather than sit back and […]