Media mix modelling is now within reach for mid-sized brands
Media mix modelling was, until very recently, a six-figure privilege reserved for the largest advertisers. That barrier has fallen. The tools are now open-source and free, the supporting measurement is cheap, and the only real question left is whether mid-sized brands will actually pick them up before their competitors do.
The six-figure measurement moat just drained. Most mid-sized brands have not noticed.
The technique the biggest advertisers used to see across all their channels at once is now free and open to everyone. Two of the largest technology companies have released it. The barrier is no longer money. It is whether your brand moves before the advantage is gone. Here is what changed and how to use it.
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