How do we measure what marketing really drives, in numbers a CFO will trust?

Benchmark Studies · 2023 Over the past seven years, our annual study has consistently sought to shed light on the pivotal area of measurement and attribution, adjusting our lens to capture the dynamic shifts in the… Read the report

Benchmark Studies · 2023

State of Attribution 2023 - Marketer Benchmark Report

Global

Benchmark Studies · 2022 Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack… Read the report

Benchmark Studies · 2022

State of Attribution 2022 – Marketer Benchmark Report

Global

Member-only access

Report · 2022

Marketing Attribution Think Tank (MATT) Q2 Member Meeting - Presentation Deck

Global

Creative Effectiveness · 2022 New insights from a survey by the MMA, in partnership with the BCG, reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape. Among the key… Read the report

Creative Effectiveness · 2022

The Year of Change in Digital Marketing

Global · Creative effectiveness · Media & Retail Media

Member-only access

Report · 2022

Marketing Attribution Think Tank (MATT) Q1 Member Meeting - Presentation Deck

Global

Research · 2021

Research Whitepaper: MTA is Dead, Long Live MTA

Global

Research · 2021

Attribution is Hard: Is MTA Worth the Effort?

Global

Member-only access Best Practices · 2021 The movable middles are open-minded consumers defined by their mid-range probability of buying the brand. They’re not people who purchase the brand’s products at every turn, but they don’t… Read the report

Best Practices · 2021

Movable Middles Growth Framework™ (MMGF™): Marketer Implementation Playbook

Global · Brand Building

Report · 2021 The MMA released the first ever Multi-Touch Attribution (MTA) Journey Map to help marketers accelerate successful implementation of the marketing measurement model of the future. The MTA… Read the report

Report · 2021

The Journey to Achieve MTA Success: How to Setup Your First MTA Project and Select the Right MTA Provider for You

Global

Guidelines · 2021 Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack… Read the report

Guidelines · 2021

State of Multi-Touch Attribution (MTA) 2021 – Marketer Benchmark Survey

Global

Educational Documents · 2021 In March 2021, the MMA conducted a study to gain insight into how marketers, agency executives and media sellers are approaching the upcoming changes in IDFA and how they are preparing for… Read the report

Educational Documents · 2021

Infographic - Personal Data, Privacy & Smartphones: The Marketer / Consumer Disconnect

Global

Best Practices · 2021

The Journey to Achieve MTA Success: Establishing Data Readiness

Global

Member-only access Best Practices · 2021 The MMA’s MTA Tactical Success Guide is a tool for marketers to determine their organization’s data readiness for employing Multi- Touch Attribution, discussing specific data linking… Read the report

Best Practices · 2021

MTA Tactical Success Guide

Global

Best Practices · 2021 A concise reference tool that visualizes all of the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution. It is intended to… Read the report

Best Practices · 2021

MMA MTA DataMap

Global · Data, identity and privacy

Perspectives · 2021

Summary Session - The Great Debate Slides

Global · Brand Building

Perspectives · 2021 This session summarizes the six marketing growth frameworks presented as part of the series and provide strategic guidance around the pros, cons, and considerations of each. Read the report

Perspectives · 2021

The Great Debates: Marketing Growth Framework Strategic Summary Session

Global · Brand Building

Report · 2020

Dr. Leslie Wood - The Great Debate Full Transcript

Global · Brand Building · Data, identity and privacy

Member-only access

Best Practices · 2020

Outcomes-Based Marketing 2.0 (OBM2): MATT Member Session

Global · Brand Building

Best Practices · 2020

Dr. Leslie Wood - The Great Debate Slides

Global · Brand Building · Data, identity and privacy

Perspectives · 2020

Joel Rubinson - The Great Debate Slides

Global · Brand Building · Data, identity and privacy

Report · 2020

What You Need to Know About Cookie-Based Marketing to Thrive in a Future Without It

Global · Data, identity and privacy

Report · 2020

Identity Resolution in a Cookieless Future

Global · Data, identity and privacy

Educational Documents · 2020

Dr. Dominique Hanssens - The Great Debate Full Transcript

Global · Brand Building · Data, identity and privacy

Perspectives · 2020

Dr. Dominique Hanssens - The Great Debate Slides

Global · Brand Building · Data, identity and privacy

Perspectives · 2020

Dr. Peter Fader - The Great Debate Full Transcript

Global · Brand Building · Data, identity and privacy

Perspectives · 2020

Dr. Peter Fader - The Great Debate Slides

Global · Brand Building · Data, identity and privacy

Perspectives · 2020

MMA MATT Future of MTA Data Identifiers Fireside Chat

Global · Brand Building · Data, identity and privacy

Best Practices · 2020

The Journey to Achieve MTA Success: How to initiate a MTA Process

Global

Benchmark Studies · 2020 The MMA Measurement Committee in Vietnam, joined by 18 different companies in the Vietnamese Advertising Industry, aims to eliminate confusion and reduce friction in the marketplace, by… Read the report

Benchmark Studies · 2020

[MMA MEASUREMENT COMMITTEE] The Concerns And Unmet Needs Of Advertising Measurement

Global · Data, identity and privacy

Member-only access Research · 2020 For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right… Read the report

Research · 2020

The Persuadables: How Advertisers Can Use the Principles of Recency and Spend Level to Significantly Improve ROAS

Global · Brand Building

Definitions · 2019

Future of MTA Data Identifiers - Inaugural Working Group Session

Global · Data, identity and privacy

Benchmark Studies · 2019

State of MTA 2019 - Marketer Benchmark Survey

Global

Definitions · 2019 The Multi-Touch Attribution (MTA) Journey Map is an end-to-end guide on how to launch a successful multi-touch attribution (MTA) initiative at your organization. Read the report

Definitions · 2019

MMA Multi-Touch Attribution (MTA) Journey Map

Global

Best Practices · 2019 Data sharing is at the heart of Multi-Touch Attribution, and a necessary factor in its successful deployment. Read the report

Best Practices · 2019

Executive Summary: Data Sharing for Attribution in the Age of MTA, GDPR and Walled Gardens

Global · Data, identity and privacy

Member-only access Benchmark Studies · 2019 According to the MMA’s most recent benchmarking survey of Multi-Touch Attribution (MTA) adoption, 40% of marketers currently employ MTA, and another 33% said they plan to do so within the… Read the report

Benchmark Studies · 2019

Members Only: Data Sharing for Attribution in the Age of MTA, GDPR and Walled Gardens

Global

Member-only access Educational Documents · 2018 The Mobile Marketing Association is expanding its members-only acceleration tools with our latest release, the MTA Data Acquisition RFI. This template is specifically designed to assist… Read the report

Educational Documents · 2018

MTA Data Acquisition RFI Template

Global

Report · 2026 Reach tells you your ad was delivered. It doesn't tell you it was remembered. BEYOND REACH is an industry paper, from MMA India and Publicis Media, which gives Indian marketers a practical… Read the report

Report · 2026

Beyond Reach

APAC · India

Report · 2026 The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57%… Read the report

Report · 2026

The State of AI in Marketing - SEA Report 2026

APAC · Vietnam · AI strategy and adoption · Brand Building · Data, identity and privacy · Marketing Org & Talent · Personalization and CX

Report · 2024 Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading… Read the report

Report · 2024

State of AI in Marketing in Germany 2025

Europe · DACH · AI strategy and adoption · Brand Building · Data, identity and privacy

Guide · 2024 The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region… Read the report

Guide · 2024

State of AI in marketing: AI Trends & Actionable Insight

APAC · AI strategy and adoption · Brand Building · Data, identity and privacy

Guide · 2024 In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have… Read the report

Guide · 2024

E-commerce: Strategic Insights into Vietnamese Shopper and Travel Behaviors in 2024

APAC · Vietnam · AI strategy and adoption · Brand Building · Data, identity and privacy

Guide · 2024 Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic… Read the report

Guide · 2024

State of AI in Marketing in Vietnam 2024

APAC · Vietnam · AI strategy and adoption · Brand Building · Data, identity and privacy

Research · 2023 The MMA Global Indonesia Brand Safety & MarTech 2023 Report delves into different viewpoints, insights, and effective approaches regarding brand safety strategies and the implementation of… Read the report

Research · 2023

MMA Indonesia Brand Safety & MarTech Report 2023

APAC · Indonesia · AI strategy and adoption · Brand Building · Data, identity and privacy · Media & Retail Media · Personalization and CX

Report · 2022 The MMA Global Indonesia Brand Safety & MarTech report explores various perspectives, insights and best practices on brand safety strategy and marketing technology implementation. In this… Read the report

Report · 2022

MMA Indonesia Brand Safety & MarTech Report 2022

APAC · Indonesia · Brand Building · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media

Best Practices · 2021 The Modern Marketing Reckoner Report 2021 was developed to help businesses move forward and gain leverage in the online marketing industry. It will provide valuable insights on the latest… Read the report

Best Practices · 2021

2021 Modern Marketing Reckoner Indonesia

APAC · Indonesia · Creative effectiveness · Data, identity and privacy · Media & Retail Media · Personalization and CX

Educational Documents · 2018 THE IMPORTANT DISCUSSION ABOUT HOW BRANDS CAN PROTECT THEMSELVES ONLINE IS THE IMPETUS BEHIND THIS WHITE PAPER. OF 14 BURNING TOPICS THAT NEED TO BE ADDRESSED, WE HAVE CHOSEN THREE… Read the report

Educational Documents · 2018

Brand Safety - Viewability and Fraud

Europe · South Africa · Media & Retail Media