New York City, with the largest school district in the country, has just announced a lawsuit against the companies that run Facebook, Instagram, TikTok and other major social media sites frequented by kids and teens. The claim is that the sites are “addictive and dangerous” for young people, and costly for the city which spends more than $100 million/year on youth mental health.
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.