Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying

Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying.

💡Takeaways:

• The resurgence of Marketing Mix Models (MMMs) is a significant topic in Ad Tech, with varying opinions on their effectiveness, especially when pitted against AI-driven tools from major platforms like Meta and Google. 📊
• Historically, MMMs were expensive and data-intensive, primarily accessible to large advertisers like P&G for high-level media allocation decisions. 💰
• Today, MMMs are becoming more affordable, partly due to advancements in AI, making them more accessible to a wider range of companies. 🧠
• While AI optimizers from large platforms can be beneficial for small advertisers, larger, more complex companies and their agencies may find completely handing over control problematic. 🔑
• The debate between traditional, high-level MMMs and more granular, data-driven approaches highlights the need for advertisers to balance macro and micro strategic dials. 🎛️
• The evolution of content consumption, particularly among younger generations who prefer video platforms like YouTube and TikTok for news, indicates a necessary shift for media companies towards more diversified, visually-driven content formats. 📱

🎙 Guest: Emily Riley
🎤 Host: Mike Shields
📺 Sponsor: Elemental TV
🎬 Producer: FEL Creative