"MMA is a wonderful organisation which brings you all the marketers together and all the business leaders together to really learn what are the latest fields of AI in marketing, AI, Advertising, mobile. Its amazing to come here to talk to everyone, to learn from people are doing and just adopt best practices happening in the industry."
In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating campaign effectiveness and ensuring equitable evaluation of awards entries. This comprehensive guide captures the journey of the Engagement Metrics Project from its ambitious beginnings to its pivot – a pragmatic decision made in the face of the industry's complex digital ecosystem particularly with video metrics.
