Most large brands and agencies use marketing mix modeling (MMM) and multi-touch attribution (MTA) for omnichannel media planning and analysis. OOH’s ability to impact the consumer journey has never been greater, so proving OOH’s contribution to media investment has never been more important. Join Sequent Partners and OAAA MMM/MTA working group co-chairs, Mark Costa and Karin Baatsch-Deboulet, as they review the modeling ecosystem, share the working group’s project plan, timeline and deliverables, and field member questions about this critical subject.

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