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Andrea Palmer, President, Publicis Health Media. getty Upfronts are a rite of spring, when advertisers and media companies meet to orchestrate ad buys for the coming year. It’s a system that allocates available ad space alongside popular content to the industries with the most negotiating strength and ability to lock in ad buys early. This decides […]
Andrea Palmer, President, Publicis Health Media. getty Marketing mix models (MMM) are considered a time-tested method for determining media placement effectiveness, but that effectiveness is being called into question as data availability evolves, consumer behavior shifts, and new methodologies to capture those shifts present themselves as alternatives. MMMs basically mine data to predict the return on […]