MMM Is Getting Smarter. It Still Can’t Do The Whole Job Alone

Every media dollar eventually has to answer the same uncomfortable question: Did it create new revenue, or simply take credit for revenue that was coming anyway? A channel with exceptional reported ROI may simply be capturing existing demand. Another may appear less efficient while creating customers who otherwise would never have entered the market. That […] The post MMM Is Getting Smarter. It Still Can’t Do The Whole Job Alone appeared first on AdExchanger.

Last updated Oct 19, 2026 by ATDb automated enrichment