At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.
Google and Meta are moving away from digital attribution and expanding their efforts in the MMM space. Great explanation as to why, from Les Binet, one of the most respected voices in marketing science (also featured last week!).