Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps.
The practice will also see the launch of Accelerator, a technology built into the Google ecosystem.
Launching today (13 June), the set of ad tools will be available in the UK and 10 other countries.
Shirli Zelcer, global head of analytics and tech tells Campaign India about Merkle's transition post-acquisition by Dentsu, the evolving role of AI, its usage and more.
Google's VP of global measurment solutions says marketers are mistaken to think there will be a one-stop-shop solution to replace third-party cookies.
Malhotra's background at Publicis Media will help evolve the firm's global analytics and intelligence unit, the IPG firm says.
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