Do you hear that buzz?  Either your office is being attacked by hornets or it’s everyone talking about data clean rooms.  The latest chatter is about VideoAmp, which has integrated its TV audience measurement data with Disney Advertising’s clean room.   The deal will improve audience targeting and measurement across linear and connected TV, which has been a sore point.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.