Marketing’s Proxy Problem: Can AI Finally Connect Media Investment to Real Business Outcomes?
· 8d ago · Originally reported by Beet.TV
CANNES, France — Marketing mix models have long been the industry’s best attempt at accountability. They have also been slow, backward-looking, and riddled with the biases of whoever commissioned them. A panel at the Beet.TV Leadership Sessions at Cannes Lions made the case that AI is changing all three of those…
This is the outlet’s own summary while our desk writes an explainer. Read the full story at Beet.TV.
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