Report
Why big brands are rethinking ROAS with modern MMM
A new report from TikTok, Kochava and Kantar spotlights how big brands, agencies and MMM vendors are working together to move beyond last-touch with next-gen media mix modeling and unlock what truly drives performance.
In today's data-fragmented world, most marketers agree: measuring true return on ad spend (ROAS) is harder than ever. While last-touch attribution (LTA) remains a go-to method, it often oversimplifies the bigger picture, failing to capture all of the drivers behind conversions.
At the same time, many still view media mix modeling (MMM) as slow, outdated, and disconnected from day-to-day decisions.
But here's the twist: MMM has quietly evolved. Powered by real-time tech, next-generation MMM now offers faster, more actionable insights, and a clearer picture of media's incremental impact across the funnel.
In partnership with TikTok, Kochava, and Kantar, this report uncovers:
Why LTA fails to capture full-funnel value
How modern MMM delivers real-time, privacy-safe insights
Why MMM brings more accurate attribution to TikTok media spending
How to combine LTA + MMM to speak both marketing and finance's language
Download the report to learn how to finally connect the dots between media spend and real business results, and turn attribution into your strongest budget defense.
