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

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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