IAB says legacy measurement is cheating retail media out of its real value IAB and Instacart argue that Marketing Mix Modeling systematically undercounts retail media impact, urging CPG brands to adopt closed-loop measurement instead.

ICYMI: IAB says legacy measurement is cheating retail media out of its real value #RetailMedia #MarketingMixModeling #CPGBrands #ClosedLoopMeasurement #DigitalMarketing

IAB says legacy measurement is cheating retail media out of its real value IAB and Instacart argue that Marketing Mix Modeling systematically undercounts retail media impact, urging CPG brands to adopt closed-loop measurement instead.

ICYMI: IAB says legacy measurement is cheating retail media out of its real value #RetailMedia #MarketingMixModeling #CPGBrands #ClosedLoopMeasurement #DigitalMarketing