modelling

• Past Event Highlights
• Article

Proving the Power of Faster MMM: New Research & Real-World Brand Stories

• ARF
• INSIGHTS STUDIOS

On February 25, leading authorities from OptiMine shared new research examining why marketing mix model (MMM) refresh cadence matters more than many brands realize. Attendees heard the latest insights from OptiMine’s Model Refresh Cadence project, examining how model degradation occurs over time and how refresh frequency impacts reliability and decision-making. Panelists shared real-world case studies based on brands that have successfully moved to faster refresh cycles, highlighting what changed operationally and what improved as a result.

• Research & Data Quality
• Article

Proving the Power of Faster MMM: New Research & Real-World Brand Stories

• ARF
• INSIGHTS STUDIOS

On February 25, leading authorities from OptiMine shared new research examining why marketing mix model (MMM) refresh cadence matters more than many brands realize. Attendees heard the latest insights from OptiMine’s Model Refresh Cadence project, examining how model degradation occurs over time and how refresh frequency impacts reliability and decision-making. Panelists shared real-world case studies based on brands that have successfully moved to faster refresh cycles, highlighting what changed operationally and what improved as a result.

• Article

How AI is Changing Marketing Decision Making

• Article

Acceptance Propensity of Pre-roll Skippable Ads: An Analysis of Large-scale Clickstream Data Using Dynamic Linear Models

• Article

Enhancing Position Auctions in Retail Media

• Article

Cross-Media Measurement Challenges: Data Transparency, Inconsistent Methodologies & Their Impact on Campaign Measurement

• Article

Optimizing Retail Media Networks

• Targets & Segments
• Article

Why Irregular Ad Scheduling Wins: Uncovering the Hidden Dynamics of Skippable Ad Acceptance

• ARF
• JOURNAL OF ADVERTISING RESEARCH

A large-scale analysis of clickstream data reveals that how often and how regularly pre-roll skippable ads are shown significantly influences whether users accept or skip them. Using advanced modeling, researchers find that less frequent and more irregular exposure increases the hidden “acceptance propensity” underlying viewing behavior. These findings challenge conventional scheduling tactics and offer new strategies for maximizing skippable ad effectiveness.