Tag

MMM

Measurement Fragmentation: Why Every Campaign Reports Different Numbers

MMM, MTA, incrementality, clean rooms, walled-garden self-reporting. The single-source-of-truth measurement era is over. Here's how 2026 brand teams are managing the portfolio.

EPR Editorial Team · Jun 12, 2026

Marketing

MMM Is Back — Here's the Communications Story No One Is Telling

Marketing Mix Modeling (MMM) is experiencing a resurgence, becoming the fastest-growing measurement category in marketing. However, despite its growth and strong buyer demand, many vendors are not publicly acknowledging or claiming this trend. This creates a significant narrative gap in the industry.

EPR Editorial Team · May 13, 2026