In today’s fast-paced digital marketing world, knowing what works — and what doesn’t — is more important than ever.
Kantar worked with Meta to conduct a comprehensive global research study on the state of play for measurement practices among large advertisers, with a deeper focus on Marketing Mix Modeling (MMM) adoption dynamics and its role in decision-making.
Based on a total of 1,935 interviews conducted with measurement professionals from companies investing over $1 million in digital marketing annually, Kantar.com uncovered five important findings.
