Funnel launches Digital Measurement, a new category of MMM software to reconcile competing measurement methodologies

Funnel has launched Digital Measurement, a new software platform designed to address the longstanding challenge of reconciling different marketing measurement methodologies. The platform serves as a calibration framework that attempts to bridge the gaps between marketing mix modeling (MMM), multi-touch attribution systems, and advertising platform data sources, which often produce conflicting performance metrics and attribution insights. The announcement comes as marketing teams increasingly struggle with fragmented measurement approaches that can yield dramatically different results when evaluating campaign effectiveness. Digital Measurement represents Funnel's entry into what the company is positioning as a new software category focused specifically on harmonizing these competing methodologies rather than replacing them entirely.