Not all MMM tools are equal: Meridian, Robyn, Orbit, and Prophet explained

These open-source MMM tools solve different measurement problems, from budget optimization to forecasting and preprocessing.
Ad Age

Advertising attribution models explained—Ad Age Encyclopedia

Sonic’s new “Coke Your Way” campaign features Benny Blanco, Machine Gun Kelly and Jessie Murph to highlight drink customizations. This new portfolio school aims to fill a widening gap in training ...
Searchenginejournal.com

Google Is Removing 4 Attribution Models For Advertisers

Get ready for major changes in Google Ads and Analytics attribution modeling starting in May 2023. Google is removing four attribution models (first click, linear, time decay, and position-based) in ...
Search Engine Land

MTA vs. MMM: Which marketing attribution model is right for you?

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...
MediaPost

LinkedIn Updates Attribution Model, Provides New Ad Response Insights

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...
Search Engine Land

Google has removed attribution models in GA4

Google Analytics today officially removed first click, linear, time decay, and position-based attribution models. This leaves only last click and data-driven, as Google announced would happen in April ...