David Sourenian, COO of mediaROI, participated in the Mind Media roundtable on the challenges of marketing measurement in a post-cookie world.
With the emergence of new challenges tied to the disappearance of third-party cookies and the growing complexity of marketing ecosystems, the effectiveness of advertising investments has become a central topic for brands.
It was in this context that David, our COO, participated in a roundtable organized by Mind Media on Tuesday, November 26, to share his vision of the opportunities and challenges of modern marketing measurement.
Three main issues emerged from this discussion, moderated by Raphaële Karayan:
- The powerful comeback of Marketing Mix Modeling (MMM): while it is a 50-year-old tool, MMM is experiencing a true renaissance! Today, it is one of the only tools that can truly evaluate and optimize the impact of media investments & marketing levers.
- Accessibility and technological innovation: The arrival of new AI-based solutions and open source models offered by Big Tech are revolutionizing the traditional approach to MMM. In our view, it is important to democratize these tools, often perceived as complex, to make them accessible to a greater number of advertisers.
- The limitations of outsourced tools: The discussions also highlighted the challenges related to outsourcing measurement solutions. According to David, a deep understanding of data and adapting tools to the specific needs of brands remain crucial challenges.
This exchange confirmed that the advertising industry is entering an era of increased transparency and informed decision-making, where collaboration between advertisers, agencies, and technical experts is essential to meet the challenges of the cookieless world.
We warmly thank Mind Media for this opportunity and remain committed to continuing these strategic discussions with our partners to shape the future of marketing measurement.