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Measuring Marketing Spend in The New Post COVID Cookie-Less World


A convergence of factors such as accelerating digital transformation, the crumbling of the
cookie due to privacy regulations, evolution of marketing from campaigns to continuous
communication, and trade channel fragmentation, is forcing marketers to re-evaluate
marketing effectiveness measurement techniques. Marketing Mix Modeling (MMM) is riding
this wave and making a comeback.

However, this is not the “old MMM” which was often slow, in-actionable and expensive. Next-
generation MMM solutions are contemporary, faster, calibrated with ground truth
experiments, and automated with Artificial Intelligence and Machine Learning. They offer
marketers the cost, scale, and speed advantages they need and deliver the 'always-on';
decision support marketers have come to expect from modern marketing-measurement

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