In July an open letter was written by a coalition of industry effectiveness partners, expressing their concern that as more providers are offering automated market mix modelling (MMM) systems using AI/machine learning as cookie-based attribution declines, that many such systems are not nuanced enough to provide effective measurement.
The letter was written by a coalition of 17 providers and following a constructive exchange between our chair, Carl Bratton (Direct Line Group) and one of the coalition’s leaders, Dr Grace Kite, Magic Numbers, we brought the discussion to this Steering Group with Grace to broaden the conversation.