WTF is open-source marketing mix modeling?

Improving media mix modeling (MMM) is a top priority for U.S. marketers, according to a 2024 eMarketer study, with 61% claiming they’re working on making MMM “better and/or faster.”

Doubtless, many hope to seize the benefits of AI, with some of the ad industry’s largest names like Amazon, Google and Meta backing open-source marketing mix model (MMM) projects to help further adoption. Just last month, Google launched a new open-source MMM called Meridian, which is designed to help marketers measure performance across media.

Some point to the proponents of open source large language models and hope it’s not a case of adland’s digital oligopoly building a better mousetrap to ensnare marketers’ budgets further — only this time employing the user-privacy narrative as a moat.

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