metrics | MMA Global


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.

April, 2024

In the “Digital Insights” series of white papers, we share findings from recent AAM research to shed some light on the challenges and opportunities media companies are facing in today’s digital landscape.