Topic
Every post on the Index about media measurement.
Todd argues that siloed retail media ROAS misleads in two ways: it claims credit for demand built elsewhere and ignores halo effects on other channels. He recommends modeling channels together and validating incrementality with geo-lift experiments and holdouts.
By Todd Kirk
Todd argues that impressions and attention are not rival metrics. Impressions create the opportunity for engagement and attention raises the odds of action, so both should sit in one predictive framework judged by whether spend produces incremental growth.
By Todd Kirk
Todd argues that LinkedIn and Amazon are changing B2B advertising through CTV targeting of professionals. Aggregate marketing mix models will leave advertisers behind, so Todd favors granular measurement across campaigns, audiences, creatives, publishers, formats, geographies and placements.
By Todd Kirk