Media Mix Modelling

Charles F Manning, Chief Executive Officer & President, Kochava, reveals how the convergence of mobile, CTV, and DOOH is redefining measurement, media optimisation, and customer engagement for global brands.

Riyad Khalil, Director - Middle East and North Africa, Adjust, talks about how predictive analytics, incrementality, and MMM form the new tech stack for marketers navigating rising acquisition costs and privacy-first regulations.