Sally Kazin and Ross Walker discuss the 2026 measurement crisis, media mix modeling, and why current attribution data often lies to brands.
Sally Kazin and Ross Walker discuss the 2026 measurement crisis, media mix modeling, and why current attribution data often lies to brands.
Explores the new rules for Meta attribution and specific settings brands need to test to accurately measure digital advertising investments.
Constantine Yurevich provides a deep dive into the hard truths of marketing measurement, comparing MMM, incrementality, and traditional attribution models.