The MMM Renaissance Narrative
Cookie deprecation killed deterministic MTA. Meta's Robyn (2021) and Google's Meridian (2024) catalyzed a return to MMM — now open-source, continuous, and the only viable cross-channel measurement in a cookieless world.
Scale
Industry-wide: cookie deprecation accelerating signal loss across all digital attribution
Before
Deterministic MTA (multi-touch attribution) working on third-party cookie signals — campaign-level precision at individual user level
After
MMM as the durable foundation — aggregate, privacy-safe, calibrated by incrementality experiments
Key Insight
MTA is degrading rapidly as signal loss accelerates. MMM isn't a replacement — it's the durable foundation, calibrated by incrementality experiments.
In a Snowflake Conversation
When a customer says 'we use MTA (multi-touch attribution),' the honest response is: MTA is degrading rapidly as signal loss accelerates. MMM isn't a replacement — it's the durable foundation, calibrated by incrementality experiments.
My Read
Practitioner commentary coming soon.
Relevant Conversations