Ipsos MMA Announces the Next Generation of Multi-Touch Attribution by Releasing Version 2.0 of the Activate Unified Marketing Planning Platform

"Working with our clients, we have been able to successfully implement a unified measurement solution because we approached it together correctly and in a collaborative manner with our client," said Patrick Cummings, CEO of Ipsos MMA. "In too many cases, companies apply canned approaches and 'black box' software that only measure the impact of paid, owned and social media in a silo. This leads to the impact of digital and addressable channels being often grossly over-stated. Our approach evaluates digital, social and personalized media within the context of all the potential drivers, inclusive of synergies, attribution impact and halo effects. As a result, the outputs are considerably more accurate and predictive. We are very excited about the results we have achieved with our clients and look forward to continuing to work with them to drive the industry forward," said Cummings.

"Working with our clients, we have been able to successfully implement a unified measurement solution because we approached it together correctly and in a collaborative manner with our client," said Patrick Cummings, CEO of Ipsos MMA. "In too many cases, companies apply canned approaches and 'black box' software that only measure the impact of paid, owned and social media in a silo. This leads to the impact of digital and addressable channels being often grossly over-stated. Our approach evaluates digital, social and personalized media within the context of all the potential drivers, inclusive of synergies, attribution impact and halo effects. As a result, the outputs are considerably more accurate and predictive. We are very excited about the results we have achieved with our clients and look forward to continuing to work with them to drive the industry forward," said Cummings.

The latest release of Ipsos MMA's Activate Unified Marketing Planning platform enables advertisers to achieve a number of important objectives:

Learn more about Ipsos MMA's Unified Customer Attribution capability and the Activate Unified Marketing Planning Platform.

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