Open sourced Marketing Mix Modelling

Impact Media operates in a world which is future facing, that means cookie-based last-click attribution is not for us. Therefore, we were thrilled to see Google release Meridian, an open-sourced marketing mix model.

Marketing mix models take in data from multiple locations in order to inform advertisers what the contributing factors to success were. Think; audience, volume and frequency across the entire marketing mix.

With the third party cookie going away measurement has to change. Advertisers and their agencies simply cannot rely on old methods to understand what success looks like. Once they have evaluated this, then the way in which they buy media also has to change. That’s where Impact comes in, we are setup for advertisers which measure in a modern way (i.e. not using last-touch attribution).

Bonus - this podcast by Eric Seufert and Grace Kite does a fantastic job in explaining econometrics, which is one layer above MMM (as it considers economic factors such as seasonality, how much savings people have, time of the month etc.)

That’s it for this week. It’s probably been a bit too Google positive(!), we do try to remain balanced but honestly some of what is happening in the industry through this incredible rate of change is no longer acceptable, so we have to be honest.

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