Everyone blames clients for MMM obsession — Did sellers cause it?
Marketing mix modeling has gone from an annual macro exercise to the tool brands consult before any decision, and media sellers resent it. Shields flips the complaint: if MMMs filled a vacuum, the sellers who never supplied better measurement helped build it.
Why it matters. Media sellers who withheld better measurement tools now face brands defaulting to MMMs as the arbiter of every spend decision, ceding sellers’ own influence over how their inventory gets counted.
Signal from Next in Media · Mike Shields · read the original.
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