Ars X Machina’s agile mix modeling penetrates the walled gardens to measure them against other channels
By Michael Bürgi • October 15, 2025 • Ivy Liu This article is part of Digiday’s coverage of its Digiday Media Buying Summit. More from the series → Media mix modeling (MMM) had its day in the sun when traditional media ruled the roost — then came the relative instantaneity of digital marketing and media, …