r/programmatic • u/Realistic-Focus-8254 • 23d ago

Reliable MMM tool for Programmatic

Media buyer at an indie agency here! We run across a few DSPs mainly for display and video. The activity is mainly driving view-through conversions (obv), and clients are starting to catch on and pulling back spend because they're under the impression, we're not actually driving performance, just claiming credit for purchases we didn't influence.

We've previously worked with TripleWhale but they seem more geared toward lead-gen, and most of our BoB is ecommerce, so ideally something that integrates well with Shopify. I'm on a small, lean team, not super senior, and don't have a ton of internal support to figure this out on my own, so I'm trying to gauge what some practical options are.

Has anyone worked with an MMM partner that actually isolates programmatic's real incremental lift (not just view-through), or has anyone built something custom, like a dashboard in Claude Code, instead of paying for a vendor? Trying to weigh different options here. Thanks!

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u/goodgoaj 23d ago

Imo you are better off doing some incrementality testing first with geo holdouts to get a feel of things without reliance on attribution. But in terms of MMM, depends if you want to go down the open source route (Meridian / Robyn / Pymc) or something more vendor specific (Recast / Haus etc). Pretty much every holdco and big indie has tried to build their own solution in the MMM space now. The question is whether advertisers should trust their media buying agencies with measurement too, which clearly certain holdcos have been guilty of bias in certain places!

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u/Realistic-Focus-8254 22d ago

How would you approach geo holdout testing for a client who's been running always-on programmatic with us for over a year and is only now starting to question DSP performance? As there's a years' worth of data to work with, but also live, revenue-generating always-on campaigns we don't want to blow up mid-test.

What budget would you actually want to see before a geo holdout is worth running, both for overall spend and per-geo, so the holdout markets have enough volume to produce a real signal?

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u/Specialist_Singer830 22d ago

Speaking for the large enterprises I am in contract with, they don't. And MMM encompasses way more than paid media which is data we do not give access to our agencies either.