InMarket, a leader in real-time marketing and measurement, has introduced Unified Measurement, an innovative AI-powered solution designed to transform advertising measurement and optimization. This groundbreaking platform represents the next evolution in media mix modeling (MMM) and AI-driven scenario planning, offering real-time, in-flight campaign optimization and incrementality analysis. By consolidating these capabilities into a single unified interface, InMarket aims to help marketers accelerate advertising effectiveness and drive incremental sales like never before.
Unified Measurement tackles persistent challenges faced by marketers, such as fragmented data streams from omni-channel campaigns and delays in accessing actionable performance insights. Traditional solutions typically rely on historical, rear-facing data, limiting their ability to guide timely decisions. In contrast, InMarket’s new platform leverages its award-winning Lift, Conversion, & Incrementality (LCI) technology to deliver causal accuracy and cross-channel clarity, with weekly updates and automated workflows that allow marketers to optimize media spend dynamically. This blend of granular, user-level incrementality data with broad media mix insights bridges the gap between strategy and activation, turning previously wasted advertising investments into predictable, real-time performance gains.
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Todd Morris, CEO of InMarket, underscored the significance of this solution, stating that marketers have long struggled to choose between MMM and multi-touch attribution (MTA) methods. Unified Measurement combines the strengths of both approaches, providing detailed campaign-level analysis alongside AI-powered predictive scenario planning to unlock new levels of incremental growth. According to Morris, this launch sets a new industry benchmark by integrating user-level causal incrementality across both MMM and MTA frameworks, empowering marketers to achieve the best possible outcomes.
Early results from this technology demonstrate its potential: in a recent quarterly scenario planning exercise with a leading consumer packaged goods (CPG) brand, the platform’s recommendations are projected to increase total incremental sales by 6%. This uplift could translate into approximately $17 million in additional revenue and improved profitability over the coming fiscal year.
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The platform offers comprehensive, real-time insights tailored to all levels of the marketing organization. From CMOs shaping strategic plans to frontline digital marketers optimizing campaigns, Unified Measurement facilitates smarter planning, faster action, and a deeper understanding of marketing results. Its key features include a holistic marketing measurement and optimization interface that supports the full spectrum of marketing demands; AI-driven scenario simulations that predict sales impact and enable budget adjustments; seamless integration of omni-channel data providing a unified performance view; and calibrated models combining incrementality results with media mix modeling to isolate true media effects and optimize investment allocation.
Morris emphasized that as consumer behavior and media environments become increasingly fragmented, marketers need agile, collaborative tools to manage advertising spend effectively. InMarket’s Unified Measurement addresses this need by offering a single interface for real-time optimization, helping marketing teams drive more predictable growth and profitable outcomes across complex, multi-channel campaigns.
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