We recently surveyed advertisers on the states of and their use of media mix modeling (MMM) and multi-touch attribution (MTA). This AP3 discusses and debates our results with Lauren Fisher, Nicole Perrin and Stuart Schneiderman tackling 3 big questions:

  1. Why do we see a disconnect between reliance on the use of MMM and/or MTA despite their inability to measure some media?
  2. Why do advertisers have more confidence in measurement from ad tech partners over publishers, and what can publishers due to address this?
  3. With signal loss and the deprecation of third-party cookies – or lack thereof – what impact do we think this still has on the measurement landscape?