MMMs Can Tell You If CTV Worked. They Can’t Always Tell You Why

Marketing mix models (MMMs) deserve the attention they are getting. Used well, they can pull brands out of a measurement culture that still gives too much credit to the click, especially in channels where clicking was never the point. That is a healthy shift. A click can be accidental, low intent or simply easy to […] The post MMMs Can Tell You If CTV Worked. They Can’t Always Tell You Why appeared first on AdExchanger.

Last updated Sep 30, 2026 by ATDb automated enrichment