Report
Why big brands are rethinking ROAS with modern MMM
A new report from TikTok, Kochava and Kantar spotlights how big brands, agencies and MMM vendors are working together to move beyond last-touch with next-gen media mix modeling and unlock what truly drives performance.
Modern MMM Over Last-Touch
Big brands are rethinking return on ad spend because last-touch attribution can miss full-funnel value, while modern Media Mix Modeling offers faster, privacy-safe insight into incremental impact; the report recommends combining LTA + MMM and downloading the full report for details.
In today's data-fragmented world, most marketers agree: measuring true return on ad spend (ROAS) is harder than ever. While last-touch attribution (LTA) remains a go-to method, it often oversimplifies the bigger picture, failing to capture all of the drivers behind conversions.
At the same time, many still view media mix modeling (MMM) as slow, outdated, and disconnected from day-to-day decisions.
But here's the twist: MMM has quietly evolved. Powered by real-time tech, next-generation MMM now offers faster, more actionable insights, and a clearer picture of media's incremental impact across the funnel.
In partnership with TikTok, Kochava, and Kantar, this report uncovers:
Why LTA fails to capture full-funnel value
How modern MMM delivers real-time, privacy-safe insights
Why MMM brings more accurate attribution to TikTok media spending
How to combine LTA + MMM to speak both marketing and finance's language
Download the report to learn how to finally connect the dots between media spend and real business results, and turn attribution into your strongest budget defense.
Your questions, answered
Business Help CenterWhy is last-touch attribution not enough?
Last-touch attribution can oversimplify return on ad spend because it does not capture all of the drivers behind conversions or the full-funnel value of media.
What makes modern MMM different?
Modern media mix modeling is presented as faster and more connected to day-to-day decisions than older approaches. It uses real-time tech to offer clearer views of media's incremental impact and privacy-safe insights.
What will I learn from the report?
The report covers why LTA misses full-funnel value, how modern MMM supports real-time measurement, why MMM can improve attribution for TikTok media spending, and how combining LTA and MMM can help connect marketing results with finance conversations. You can read the full report.