Navigating the Future of Media Mix Modelling and Audience Targeting in 2025

In an era of rapid technological advancements and shifting media landscapes, understanding the effectiveness of marketing strategies is more critical than ever. At the next Performance Marketing World event, DAC will take center stage in two key discussions tackling some of the biggest questions in media measurement and audience targeting in 2025.

Presentation Session: Can Good Media Mix Modelling Be Delivered for Almost Nothing in 2025?

Media Mix Modelling (MMM) has traditionally been a complex and costly endeavor, but recent innovations—such as Meridian and the continued evolution of Robyn—are democratizing access to MMM by reducing both cost and complexity. But how far can these off-the-shelf solutions truly take us? And what does the future hold for this crucial measurement science?

In this session, DAC’s Luke Regan will delve into:

• When off the shelf MMM makes sense
• What are the dangers and pitfalls with publisher built models?
• How you can use AI in modelling
• Does MMM effectively evaluate brand spend?
• Test and learn to make MMM actionable
• How long should custom MMM take, who should do it, and what should it cost in 2025?

As marketing budgets face increasing scrutiny, businesses need to understand how to balance automation with customization to extract the most valuable insights. Join us to explore the next frontier of MMM and how it can drive smarter, data-informed decision-making.

Round Table: Is Audience Data for Targeting Mostly a Waste of Time in 2025?

With growing restrictions on third-party data, the effectiveness of audience targeting has come under question. Pixel and cookie-based data now represent only a fraction of the total audience, and increasing device and media fragmentation makes it harder to know who brands are truly reaching—or whether those audiences are even converting. So, is it time for a reality check on audience targeting?

This round table discussion will explore key industry challenges and opportunities, including:

• What level of targeting is reliable and effective?
• How can you sniff out junk data?
• Do consumers actually want personalisation?
• What other signals can we use to support media decisions?
• Have we gone full circle in how we plan and measure media?

As the industry grapples with these fundamental shifts, our experts will unpack what’s next in audience targeting and how brands can adapt to maximize marketing efficiency.

Join us at the next Performance Marketing World event as we tackle these pressing topics and pave the way for a data-driven, future-proofed approach to media planning.

For more details and to register, visit the Performance Marketing World website here.

See you there!