CMO TLDR: Your Weekly Marketing Brief

MMM Measurement

Marketers Eye Open-Source MMMs Amid Privacy Push, Measurement Challenges

Marketers are increasingly prioritizing improved media mix modeling (MMM), with 61% actively working on making it better or faster, and open-source solutions like Google's Meridian are gaining traction. While these open-source MMMs offer increased transparency and privacy, questions remain about potential biases and the need for skilled data teams to effectively deploy and interpret the models.

Read the full article on Digiday

Innovation: Alt IDs & AI

Advertisers Slow to Embrace Alt IDs Despite Cookie Concerns

Despite the increasing availability of alternative IDs in open auctions, demand from buyers is lagging because 70-80% of Chrome web traffic is still cookied. Industry experts, however, urge advertisers to begin testing alternative IDs now to maximize addressability and prepare for a cookieless future, emphasizing that different IDs offer unique value and can be used in conjunction with existing solutions.

Read more on Adexchanger

Delta Uses AI-Powered Insights to Optimize Brand Marketing Spend

Alembic's AI model provided Delta with daily and weekly reports analyzing marketing data, revealing insights like the impact of Team USA-themed promotions and Olympic sponsor mentions on revenue, which were previously difficult to quantify. Delta is now implementing Alembic's system to inform future brand marketing strategies based on data-driven insights, moving beyond "gut feeling" to optimize sales.

Read More on AdAge

Google's Demand Gen Lures Advertisers With Credits, But Concerns Persist

Google is enticing advertisers to use its AI-powered ad buying tool, Demand Gen, by offering credits and free ad space, but some advertisers are criticizing the tool for its lack of transparency and poor performance. Despite Google's claims of improved ROAS, concerns remain about Demand Gen's "black box" nature and its expansion into lower-quality ad inventory on the Google Display Network.

Read More on AdWeek

Walled Gardens

LinkedIn Unveils New Tools to Boost B2B Ad Targeting, Measurement

LinkedIn launched a new Conversion API and upgraded its revenue attribution report to help B2B marketers better track and measure campaign performance, leading to more efficient ad spending and higher-quality leads. These tools address the unique needs of B2B marketers, including longer sales cycles and the importance of qualified leads, by providing more accurate attribution and a longer lookback window of 365 days.

Read More on AdExchanger

Agency News

Publicis Bolsters Influencer Marketing in LatAm With BR Media Group Buy

Publicis Groupe acquired BR Media Group to expand its influencer marketing capabilities in Latin America, capitalizing on the region's rapidly growing market and integrating it with its existing connected media offerings. This acquisition reinforces Publicis' commitment to the Latin American market, where it saw nearly 23% organic revenue growth in 2024, and strengthens its data-driven approach by leveraging Epsilon's data within its influencer solutions.

Read More on AdAge

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