Measuring Media Strategy: Building a Reliable Measurement Stack

Accurately evaluating media strategy can be challenging due to conflicting measurement tools.

In an episode of Ads Decoded, Ginny Marvin and John Chen discussed building a reliable measurement stack across attribution, incrementality, and media mix models (MMM).

The duo highlighted the importance of considering longer purchase journeys with Qualified Future Conversions and treating media spend as planting seeds rather than focusing solely on short-term return on ad spend (ROAS).

In a bonus episode, Patrick Gilbert and Nechama Teigman from AdVenture Media shared their experience implementing Meridian, Google's open-source MMM.