Ars X Machina’s agile mix modeling penetrates the walled gardens to measure them against other channels

Media mix modeling (MMM) had its day in the sun when traditional media ruled the roost — then came the relative instantaneity of digital marketing and media, which turned MMM’s lack of timeliness into a significant handicap.

Media agencies have been working ever since to harness the power of machine learning and AI to speed up the process from months to days. 

Independent media agency Ars X Machina is taking that effort seriously with the commercial launch of its agile mix modeling proprietary platform, which essentially aims to deliver full campaign measurement across offline and online channels — the full funnel. What’s notable here is it includes the major walled gardens. 

While agile mix modeling (AMM) has been in some form of testing for close to a year, it’s formally being rolled out today, and clients including Sierra Nevada Brewing Co. and GE Lighting have made use of it to optimize and adapt their campaigns while still in market. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.