01/08/2026
Almost half (46.9%) of US marketers will invest more in MMM over the next year, and 27.6% consider it the most reliable measurement methodology Nielsen. As cookies fade, MMM's use of historical data to measure advertising impact becomes critical for proving ROI.
As the digital advertising landscape evolves, the pressure has increased for marketers to show the ROI of their campaigns. New measurement solutions and strategies are competing with tried-and-true methods to give advertisers clearer paths toward gathering these valuable data insights.