In today's business landscape, marketing mix modeling has emerged as a critical tool for companies seeking to optimize their marketing efforts and maximize their return on investment. As marketing campaigns merge offline and online channels, and with the new abundance of data, the industry is searching for more data-driven solutions.

Over the past several years, there has been extensive coverage on the phasing out of third-party cookies and its implications for the advertising industry. Marketers are grappling with the question of how to maintain their advertising strategies in a post-cookie world. Previously, Semetis wrote an ...