IAB Australia has unveiled the fourth module in its Marketing Measurement Innovation Series, 'Evolution in Market Mix Modelling'.

Developed by the Ad Effectiveness Council of IAB Australia, the module delves into the growing use of Market Mix Modelling (MMM, spurred by advancements in computing power and machine learning. These developments are providing faster, more detailed insights into advertising performance.

MMM is a statistical analysis technique that examines aggregate sales, advertising and marketing data, along with other factors beyond a marketer's control. It quantifies the impact of various marketing channels and tactics on financial outcomes over time.

The industry engagements of IAB have revealed a surge in the use of resilient measurement techniques like MMM. This trend is a response to Apple's move towards App Tracking Transparency, the phasing out of third-party cookies, and the looming changes to privacy legislation.

Natalie Stanbury, Research Director at IAB Australia, commented on the development.

"While measurement is often seen as a challenge, our objective is to help marketers and agencies alike understand that insightful assessment of marketing effectiveness and campaign performance can continue in a privacy compliant way. The series highlights real case studies and includes practical examples of how we can move marketing measurement beyond the cookie," she said.

The first three modules of the innovation series include 'Mapping the Future of Marketing Measurement', 'First-party Data Unlocking Measurement Capabilities', and 'Advances in AI and Machine Learning Powering Marketing Measurement'. Two more modules, 'Continuing test and learn experiments' and 'Developments in ad attention measurement', are slated for publication in 2024.