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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.
Multi-Touch Attribution Model - Identifying the right channels

Multi-Touch Attribution Model - Identifying the right channels

In the ever-broadening media landscape, succeeding on a large scale rarely depends on a single channel: a combination of marketing activities generates awareness and motivates consumers to direct their choice ...
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The ABC of Campaign Metrics - Part 3: Ad Fraud

The ABC of Campaign 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

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

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 Campaign Metrics - Part: Brand Safety

The ABC of Campaign Metrics - Part: 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 Campaign Metrics - Part 1: Viewability

The ABC of Campaign 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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