Mercury Media Technology GmbH & Co. KG
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20097 Hamburg / Germany
Welcome to MMT's blog
Here, marketing experts will find helpful articles from our specialist on the most pressing topics in Marketing, Media, Data Science and MarTech to drive the digital transformation towards data-driven decision making.
The ABC of Marketing Metrics - Part 3: Ad Fraud
As advertising technologies evolve, so do fraud mechanisms. The higher the degree of digitization, the more potential for digital fraud emerges. With more and more ads traded programmatically and fraud ...
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Cookie Life - Part 2: Targeting without third-party cookie
To follow up on the status quo on cookieless future, we would do our first dive on cookieless targeting as it offers an opportunity to launch very quickly. We will ...
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Time Series Uplift Modeling - how to test scenarios to forecast new media channels success
When planning on innovating in media, many marketers are stopped in their path by a simple question “Will it works? and “How high will the ROI be?”. Investing massive amounts ...
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The ABC of Marketing Metrics - Part 2: Brand Safety
The breakthrough of programmatic advertising has brought along new challenges. Automated buying and selling of media inventory provides better opportunities for real-time monitoring, enhanced control over budgets and targeting, and ...
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The ABC of Marketing Metrics - Part 1: Viewability
It’s a well-known fact that Digital Advertising offers far better targeting and performance tracking opportunities than traditional channels like TV or published media. However, it has its own challenges and ...
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Cookie Life - Part 1: Status Quo
Google announced at the beginning of July that it will postpone the launch of the Privacy Sandbox solution in Chrome to the “end of 2023” hence maintaining the support to ...
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