Media Buying Briefing: How media agencies are preparing for Google’s third-party cookie to go away – actually this time

This article was originally featured on Digiday and syndicated on YoursBulletin and MarketingXDigital.

A growing number of agencies are embracing marketing mix models (MMM) as a valuable tool for measurement, especially amid increasing concerns about user privacy. MMM, a statistical approach analyzing historical data to evaluate sales impact and ROI, is gaining popularity for its ability to reduce costs and utilize aggregated data rather than individual user-level data. Jared Harrington, COO at Media Culture, notes that this shift towards MMM enables agencies to maintain compliance with privacy regulations by relying on aggregated models instead of cohort-level models that could compromise consumer anonymity. This evolution allows MMM to inform granular optimization decisions, providing agencies with a powerful measurement tool for day-to-day operations.

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