The Growing Importance of Media Mix Modeling in Accurate ROAS Prediction

Gary Danks, GM at AIM by Kochava, highlights a shift in app marketing measurement strategies. Traditionally reliant on last-touch attribution for its speed and ease, marketers now face challenges as privacy rules tighten, identifiers vanish, and customer paths become more complex. These changes expose the limitations of last-touch methods, pushing the industry toward adopting media mix modeling to achieve more reliable return on ad spend (ROAS) predictions.