Digiday
Oct 15, 2025
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AMM lets marketers mix-and-match different online and offline media, ostensibly comparing Meta against podcasts, Amazon Ads against out-of-home, and CTV against search — all on a level playing field.
Excerpt: "It can be used to measure everything on a campaign from incremental revenue and ROI, or incremental customer acquisition and cost per acquisition, said Sara Owens, svp of analytics and data science at AXM. “It can handle whatever business metric you want, where you have a time series data set for it,” she said.
“If you can’t measure everything in your campaign — if you’re missing pieces — then your measurement is just going to be wrong,” said Owens. “So we thought, market mix modeling is so smart, but why does it have to take so long with all these advances in machine learning and automated data collection. Let’s see if we can do something faster. So that’s what we built.”
Owens explained AMM employs standup dashboard environments for all of the clients using AMM, that are pulling in delivery data from campaigns through API’s right from all the major ad serving platforms. Then machine learning is used to crunch the data to seek out results.