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Funnel launches Digital Measurement software combining MMM, MTA, and ad data for better marketing insights

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26 May 2026
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Neutral
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Funnel has introduced Digital Measurement, a new marketing mix modeling (MMM) software that integrates MMM, Multi-Touch Attribution (MTA), and ad platform signals into one calibrated system. This approach addresses the limitations of relying on a single measurement method by continuously calibrating multiple models to provide more reliable marketing effectiveness insights. The software aims to help marketers make better media investment decisions by resolving conflicting data into a single, defensible view. This innovation responds to widespread marketer dissatisfaction with current measurement tools and is available now through Funnel's platform.

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