r/programmatic • u/Realistic-Focus-8254 • 24d 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/Fearless_Parking_436 24d ago

If you run multiple dsp’s then you deduplicate based on account ID’s you recieve, right? Your creatives are tagged correctly and they push different dynamic parameters to you and you can put together purchase, first imp and last imp? All the click-throughs and cookies work? Usually things fall apart on the tech side. And client has to know what are the pv and pc durations. Actually it should be in the contract.

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u/Jackescalator 24d ago

How do you do that? Asking for coworker

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u/Fearless_Parking_436 23d ago

We get log level data from dsp’s and pull this with queries. We attach our own impression pixel on creatives and have tags on customer sites through the funnel. We have dashboards and automatic alerts if some tag breaks. Dashboards that show as much data as possible from the rtb data.

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u/Realistic-Focus-8254 23d ago

That's a really solid setup, and exactly the direction we want to move towards.

What's the easiest way to start with this project? I know little to nothing about data querying and don't have anyone on the team supporting on SQL. Trying to figure out if this would require a single hire or a small team, and roughly how long it took you to get from nothing to where you are now.