Google Ads continues to evolve, offering advertisers smarter ways to reach their audiences. One of the latest and most powerful campaign types is Performance Max (PMax). Designed to maximize performance across Google’s entire ad inventory, Performance Max campaigns leverage automation…
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Google’s Meridian is an open-source Marketing Mix Modeling (MMM) tool designed to help advertisers measure the effectiveness of their marketing campaigns, optimize budget allocations, and predict future marketing performance. It is built on Bayesian causal inference and supports geo-based data…
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Over the past several months, Meta’s aggressive investments in AI and metaverse infrastructure have led to rising costs, evolving ad performance dynamics, and shifts in attribution modeling. While these advancements promise long-term benefits, they also present challenges for advertisers, including…
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Google’s AI Overview deployment strategy is evolving, and new data from BrightEdge Generative Parser™ reveals fascinating insights into how Google is adapting its AI Overviews to impact high-volume search queries. While we’ve previously seen AI Overviews handle complex queries, recent…
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In today’s increasingly interconnected digital landscape, the value of independent digital agencies cannot be overstated. While conglomerates and larger holding company networks may offer extensive resources, they often operate under inherent biases tied to parent company interests, which can limit…
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Introduction to Media Mix Modeling Media mix modeling (MMM) has become an indispensable tool for optimizing advertising spend and maximizing return on investment (ROI). By leveraging historical data, businesses can analyze how different marketing channels—such as paid search, social media,…
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