While still denying wrongdoing, Google is prepared to pay $30 million to settle the suit that accused it of collecting kids’ personal data on YouTube without parental consent. It applies to ~35-45 million children in the US under age 13 who used YouTube between July 2013 and April 2020.
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.