CTRLB MEDIA ADVERTISING’s Post

There’s still a lot of debate about which method - MTA or MMM - is the best choice for assessing marketing effectiveness. Personally, I believe both have their place, however, as someone who works closely with SMBs, I lean more toward MTA 𝗚𝗶𝘃𝗲𝗻 𝘁𝗵𝗲 𝗱𝘆𝗻𝗮𝗺𝗶𝗰 𝗻𝗮𝘁𝘂𝗿𝗲 𝗼𝗳 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲, 𝗠𝗧𝗔 𝗶𝘀 𝗮 𝗯𝗲𝘁𝘁𝗲𝗿 𝗳𝗶𝘁 𝗳𝗼𝗿 𝗦𝗠𝗕𝘀. Here’s why: ⤷ MTA offers touchpoint-level data, helping SMBs track what drives conversions in real-time via the customer journey, which MMM’s long-term approach can’t match. On the other side, MMM looks at the big picture, which works for large brands but leaves SMBs lacking detailed insights for daily optimization. ⤷ MTA delivers (almost 🤣) real-time data, allowing for quick campaign adjustments - critical for SMBs (which are working with tight budgets and fast turnarounds). MMM relies on large datasets and extended timelines (quarterly/twice-a-year check-up? CMOs can't wait till then) ⤷ As third-party cookies decline and platforms like TikTok, Meta, and Google limit data, MTA’s use of first-party data and server-side tracking shines. SMBs can directly capture user interactions and maintain control over customer insights for more precise targeting. ⤷ MMM often requires deep resources - data scientists and complex modeling. MTA, on the other hand, is more accessible for SMBs, offering a cost-effective way to measure campaign performance. With easy integration of first-party data, SMBs can scale without massive upfront costs. ⤷ While MMM provides accuracy over time, it lacks agility. SMBs need to pivot quickly, and MTA’s real-time data allows businesses to adapt fast, maximizing growth and efficiency without waiting for months of analysis. ____________· ⋅˚₊‧ 🎀 ‧₊˚ ⋅ ·____________ 🌷 Hi, I am Chloé Nguyen from NestScale 🌷 🔔 Follow me for more insightful posts about #ecommerce #shopify #shopifyplus #adtracking #advertising #cookielessfuture #multipletouchattribution #customerjourney #googleads #facebookads #tiktokads #omnichannelmarketing #nestads #nestscale

2025 Prediction 🔮: Retail and Commerce Media Networks will outshine CDPs as the hottest topic for marketing leaders. In 2025, our CEO Tim Brunk predicts that media networks will take center stage for two big reasons: 1️⃣ First-party data becomes the hero, offering retailers real-time, actionable insights into customer behavior. 2️⃣ Media networks unlock new revenue streams, allowing brands to monetize context-rich ad spaces while gaining more control over their data — without relying on Meta, Google, or Amazon. But here’s the catch 📊: The true measure of RMN success will hinge on tracking ad performance. Today, understanding clicks, impressions, and off-site interactions across networks remains a major challenge. Without real-time, ad-triggered event reporting, marketers are left guessing on performance. In 2025, expect these frustrations to reach a boiling point. Marketers will demand solutions that deliver observable, accurate, real-time data, enabling them to refine strategies, demonstrate impact, and secure more investment. What are your 2025 predictions? 🔮 We'd love to hear them in the comments! #RetailMediaNetworks #FirstPartyData #MarketingTrends #DataDrivenMarketing #2025Predictions

Join the Commerce Grid team for a special Q&A edition of the #GridGuide webinar series, where Criteo's Phil Huxford will chat with Lotame's Eli Heath and Corrie van Hemert for a detailed data deep-dive. During this insight-packed 45-minute webinar, you'll learn: ➡️ How Lotame's custom data packages, activated via Commerce Grid, drive real results. ➡️ How to supercharge your supply packages with Lotame data for even more granular targeting. ➡️ The ways Lotame's Panorama ID enhances data solutions for cookieless scalability. Secure your spot today 👉 https://bit.ly/3WC0Ner

🚀 Flow recently shared insights on current AdTech trends, the power of First Party Data and the shift its driving in both marketing spend and innovation. 💡 “It’s an exciting time because of this massive paradigm shift. We’re living on edge of change and it’s healthy." says Flow Co-CEO and Co-founder, Gil Sperling. 🤓 👉 Take a look at these valuable insights shared with Bizcommunity.com here. https://bit.ly/3KDX2Ot #Flow #AdTech #RetailMedia #FirstPartyData #DataSolutions #AdTechSolutions #AdTechInnovation #MarketingTrends

𝐄𝐯𝐞𝐧𝐭 𝐏𝐚𝐫𝐚𝐦𝐞𝐭𝐞𝐫𝐬 𝐢𝐧 𝐆𝐀4: 𝐆𝐨𝐢𝐧𝐠 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐁𝐚𝐬𝐢𝐜𝐬 In Google Analytics 4, 𝐞𝐯𝐞𝐧𝐭 𝐩𝐚𝐫𝐚𝐦𝐞𝐭𝐞𝐫𝐬 are the secret sauce that turns simple tracking into a powerful insight engine. While most users are familiar with standard events like pageviews or clicks, it's the custom event parameters that truly unlock the potential of your e-commerce analytics. Imagine tracking not just an 'add to cart' event, but also capturing details like product ID, category, and even promotional codes used at the time. These parameters give you a richer understanding of customer behavior, allowing for more targeted marketing strategies and product recommendations. Whether you're tracking specific user interactions or segmenting audiences based on these detailed actions, event parameters let you go beyond the basics and dive deeper into your data. 𝐇𝐨𝐰 𝐚𝐫𝐞 𝐲𝐨𝐮 𝐮𝐬𝐢𝐧𝐠 𝐜𝐮𝐬𝐭𝐨𝐦 𝐞𝐯𝐞𝐧𝐭 𝐩𝐚𝐫𝐚𝐦𝐞𝐭𝐞𝐫𝐬 𝐭𝐨 𝐞𝐥𝐞𝐯𝐚𝐭𝐞 𝐲𝐨𝐮𝐫 𝐞-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬? #GA4 #GoogleAnalytics4 #GTM #Ecommerce #EventTracking #EcommerceAnalytics #DigitalMarketing #WebAnalytics

"The line between martech and adtech has been blurring for some time. But their convergence is now accelerating, driven by the very thing that traditionally separated them – the use of first-party data." Acxiom's VP Head of Consulting, Jess Simpson, expands upon what the crossing of martech and adtech means and how brands can take advantage of it in this blog:

"The line between martech and adtech has been blurring for some time. But their convergence is now accelerating, driven by the very thing that traditionally separated them – the use of first-party data." Acxiom's VP Head of Consulting, Jess Simpson, expands upon what the crossing of martech and adtech means and how brands can take advantage of it in this blog:

"The line between martech and adtech has been blurring for some time. But their convergence is now accelerating, driven by the very thing that traditionally separated them – the use of first-party data." Acxiom's VP Head of Consulting, Jess Simpson, expands upon what the crossing of martech and adtech means and how brands can take advantage of it in this blog:

In 2023, 72% of businesses reported they were preparing for this new cookie-less reality, a noticeable change from 2021 with only 56%. One way some companies are looking to fill in gaps in their data insights is to shift from third-party cookies to first-party cookies, while others are hawking the data for profit. With the heightened urgency of a cookie-less future, what impact do you think this will have on new marketing strategies? #MarketingData #InsightCookies #DigitalMarketing #MarketingStrategy

The retail media network boom is just the beginning. Thanks to secure data collaboration, organizations rich in first-party data have the opportunity to make this data available for advertisers to unlock new insights, reach high-value audiences, and accurately measure campaign performance. In our latest blog, Lauren Wetzel explores how first-party data collaboration opens up opportunities for media networks across travel, automotive, financial services, and beyond. Read more: https://hubs.la/Q02vRrG80 #InfoSum #DataCollaboration #DataCleanRooms