MMM

Dark attribution funnel diagram with scales of justice at center, a walled-off TikTok section, conversion arrows, and 35% and 23x callouts

TikTok's Attribution Portfolio Is the Defendant Running Its Own Trial

TikTok launched its Attribution Portfolio on May 13, 2026, a four-tool suite inside Ads Manager that reports on TikTok's role in conversions where TikTok was not the last click. The headline finding: more than 1 in 4 TikTok-attributed conversions happen after a user sees an ad and then

Pop-art illustration of a US map split into treatment and control regions, with three dashboards labeled GeoX, Meridian Studio, and Data Manager piping into a Google Cloud node.

Google Open-Sourced Meridian GeoX. The Holdout Now Lives in Google's Stack.

Google announced three measurement tools at Google Marketing Live on May 5, 2026: Meridian GeoX (open-source geographic incrementality), Meridian Studio (a Google Cloud MMM platform), and a Data Manager map view that visualizes data flow across BigQuery, HubSpot, Shopify, and Drive. GeoX testing begins later this year. Studio runs on

Dark analytics dashboard showing Amazon DSP and Prime Video CTV bars rising while Meta and TikTok bars fall, with weight-redistribution arrows over a 14-country world map

Amazon's MMM API Hit GA and Repriced Every Channel That Isn't Amazon

Amazon's Marketing Mix Modeling API exited beta on May 3, 2026, hitting general availability across 14 markets including the US, UK, Germany, India, and Japan. The release adds six new endpoints that pipe Amazon ad metrics and retail signals (purchases, detail-page views, add-to-cart) directly into MMM vendor pipelines.

Data visualization showing budget allocation flowing through a measurement model with magnifying glass revealing default settings

Meta Built the Tool That Decides How Much Credit Meta Deserves

By Notice Me Senpai Editorial Meta described Robyn's mission as "democratizing modeling knowledge" and "reducing human bias." Those are real goals. They also happen to serve Meta's commercial interests perfectly, which is the part that doesn't make the press release.