Marketing mix modeling on a mid-size budget, a realistic scope
Open-source MMM tools make modeling cheaper to try. What a team spending a few hundred thousand dollars a year can reasonably expect from one, and what to prepare first.
Insights
Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
AdAttributionKit for teams that already live with SKAdNetwork
Apple introduced AdAttributionKit at WWDC. It keeps the SKAdNetwork model and adds re-engagement and view-through support. What changes in practice for your conversion value plan.
Audit your Consent Mode v2 setup before enforcement begins
Google said it would enforce its EU user consent policy starting in March. A five-point audit of banner, defaults, signals and audiences for EEA traffic.