Optimizing Your Media Investment: The Ongoing Value of Mixed Media Modeling

Martech — Tue., Oct. 19, 2021

The digital media spending landscape is rapidly changing due to an influx of digital advertising providers and high levels of spending. Marketers need to be aware of where their money is going, as up to 74% of media spend is wasted. CMOs need to have the right data analytics to make informed decisions and maximize their media investments.

Data privacy and tracking regulations, such as GDPR, are changing how companies track and target prospects, as well as how ad campaigns are run. Mixed media modeling helps companies allocate their spend across the channels that will yield the highest results with clicks, site traffic, and conversions. Data intelligence can provide scenario planning and help determine which campaigns are successful and where improvements can be made.

Media intelligence goes beyond cost and clicks and can help inform decisions with data points, scenario planning, and visibility into how campaigns are performing. It can help brands reallocate money to successful campaigns, mitigate fraud and waste, and invest effectively in the programmatic ecosystem.

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