As marketers navigate an increasingly fragmented media landscape, a new global study from researcher Kantar and social-media giant Meta finds that marketing mix modeling (MMM) is more vital than ever, but not without challenges.
Based on interviews with 1,935 senior marketing and measurement professionals at companies spending more than $1 million annually on digital advertising, the report reveals that 34% of large advertisers now prioritize MMM over all other measurement tools, citing its holistic view of media performance and strategic value.