Vendor Landscape

A directory, not a recommender — no vendor here is universally best. Not every problem needs new SaaS: specialist platforms, measurement consultancies, agency capability, and internal Data Science are all valid implementation approaches.

First Party Data / Identity

LiveRamp

Identity resolution and data collaboration infrastructure (RampID) used to connect first-party data across advertising and measurement platforms, including its LiveRamp Clean Room product (formerly Habu, acquired 2024).

Identity/data infrastructure platform, typically integrated by data or marketing technology teams.

Ownership note: Publicis Groupe announced an agreement to acquire LiveRamp on 17 May 2026 (~$2.17B enterprise value, $38.50/share), with closing expected by end of 2026. If it closes, LiveRamp moves from an independent, 'neutral' public company into an agency holding company — worth discussing explicitly with customers who chose LiveRamp partly for its neutrality. Verify deal status before citing as closed.

Amperity

Enterprise customer data platform (CDP) with identity resolution and customer-intelligence capabilities, including lifetime value modelling, for large, complex customer bases.

Enterprise CDP platform, typically a significant implementation project with data engineering involvement.

Brand Lift

Happydemics

Independent, survey-based cross-channel brand lift measurement platform (French company) using short, non-incentivized mobile surveys across 13+ channels, without a traditional panel.

Independent research/measurement vendor, typically commissioned per study or campaign.

Kantar

Global market research and brand tracking group (majority-owned by Bain Capital) offering survey-based brand health and campaign effectiveness measurement, including its Brand Lift Insights / LIFT product.

Research and measurement consultancy, typically engaged on an ongoing tracking or study basis.

Ownership note: Kantar divested its Kantar Media division to H.I.G. Capital (~$1B, completed 4 August 2025); Kantar Media has since rebranded as Fifty5Blue and is no longer part of Kantar. Kantar's brand-tracking/brand-lift business (relevant to this lab) was not part of that sale and remains under Kantar.

Nielsen

Long-established audience measurement company (taken private in a ~$16B deal in 2022), offering ad effectiveness and brand lift measurement (e.g. Digital Brand Effect) alongside its core cross-media measurement business.

Independent measurement provider, typically engaged for ongoing or campaign-specific measurement.

Footfall Measurement

Foursquare

Location technology and geospatial data provider (100M+ POIs, 200+ countries) offering place data, foot-traffic panel data, and store-visit attribution used in geo-targeting and footfall measurement.

Location data / measurement platform, typically integrated via API or managed study.

Placer.ai

Location analytics platform (founded 2018) using an anonymized mobile device panel to measure foot traffic and visitation to physical locations, reporting 90%+ correlation with first-party visit counts in validation studies.

SaaS analytics platform, typically self-serve with managed onboarding for enterprise accounts.

Incrementality

Lifesight

Unified marketing measurement SaaS combining MMM, incrementality testing, and causal attribution, positioned for growing/mid-market brands, particularly ecommerce.

Self-serve or lightly-managed SaaS platform.

Google Meridian

Google's open-source Bayesian marketing mix modelling framework (successor to LightweightMMM, general availability since early 2025), offered as a free, code-based alternative to commercial MMM platforms. 2026 additions include a no-code Scenario Planner (Looker Studio interface) and Meridian GeoX for geo-based incrementality.

Open-source framework (Python, GPU recommended), self-hosted and self-implemented; Scenario Planner offers a no-code layer on top for budget scenarios.

Rockerbox

Enterprise-grade multi-touch attribution platform for DTC and omnichannel brands, also offering MMM and incrementality testing as part of a broader measurement suite.

SaaS platform, typically integrated via tracking pixels/APIs across ad platforms and the customer's own site.

Ownership note: DoubleVerify announced its acquisition of Rockerbox on 26 Feb 2025 (~$85M announced; DV's FY2025 10-K reports a final purchase price of $82.3M net of cash). Worth flagging to customers evaluating Rockerbox as a standalone MTA tool — check current roadmap and product direction under DoubleVerify ownership before committing.

Haus

Geo-based incrementality and experimentation platform using synthetic control methodology to measure the causal effect of marketing spend by channel.

SaaS experimentation platform, typically requires enough geographic/market granularity in spend to design valid geo tests.

Measured

Enterprise incrementality and marketing measurement platform combining geo-based holdout testing with MMM for a unified causal measurement approach.

Managed SaaS platform, typically involves an onboarding/implementation engagement.

Attribution

Rockerbox

Enterprise-grade multi-touch attribution platform for DTC and omnichannel brands, also offering MMM and incrementality testing as part of a broader measurement suite.

SaaS platform, typically integrated via tracking pixels/APIs across ad platforms and the customer's own site.

AppsFlyer

Mobile measurement partner (MMP) offering mobile app attribution and marketing analytics, one of the two dominant MMPs alongside Adjust.

SDK-based mobile measurement platform, integrated at the app level.

Branch

Mobile measurement partner (MMP) offering deep linking and mobile attribution, serving an estimated 3.5 billion users and 100,000+ brands; also owns the former TUNE attribution platform.

SDK-based mobile measurement platform, integrated at the app level.

Marketing Mix Modelling

Lifesight

Unified marketing measurement SaaS combining MMM, incrementality testing, and causal attribution, positioned for growing/mid-market brands, particularly ecommerce.

Self-serve or lightly-managed SaaS platform.

Mutinex

Marketing effectiveness SaaS platform (DataOS data management, MMM, brand equity modelling) offering ongoing MMM and scenario planning, with a strong presence in the Australian/APAC market and expanding in the US.

SaaS platform with a managed onboarding process.

Analytic Partners

Established enterprise marketing measurement consultancy, now positioned around 'Commercial Analytics' as an evolution beyond traditional MMM, offering bespoke measurement via its GPS Enterprise platform. Named a Leader in the Gartner Magic Quadrant for MMM Solutions in both 2024 and 2025.

Measurement consultancy with bespoke modelling engagements.

Ownership note: Acquired Analyx (a European analytics firm) to extend its Commercial Analytics capability — relevant context if evaluating depth of coverage in European markets.

Google Meridian

Open-source framework (Python, GPU recommended), self-hosted and self-implemented; Scenario Planner offers a no-code layer on top for budget scenarios.

Rockerbox

Enterprise-grade multi-touch attribution platform for DTC and omnichannel brands, also offering MMM and incrementality testing as part of a broader measurement suite.

SaaS platform, typically integrated via tracking pixels/APIs across ad platforms and the customer's own site.

Predictive Analytics / Propensity

Pecan AI

No-code predictive analytics platform for conversion propensity, churn risk, and lifetime value scoring, designed for marketing/growth/RevOps teams without dedicated data science headcount.

No-code/low-code SaaS platform, connects to Salesforce, HubSpot, CDPs, and ad platforms to push predictive scores directly.

Klaviyo

Ecommerce-focused CDP and marketing platform with built-in predictive analytics — purchase probability, churn risk, and predictive customer lifetime value — as part of its broader email/SMS marketing suite.

SaaS CDP/marketing platform with native predictive features, not a standalone modelling tool.

Optimove

AI-driven customer retention and lifecycle marketing platform (OptiBot) that predicts customer lifetime value, churn risk, and next-best-action to automatically orchestrate personalised campaigns across channels.

SaaS platform combining predictive scoring with multi-channel campaign orchestration, not a standalone modelling tool.

Customer Lifetime Value

Pecan AI

No-code predictive analytics platform for conversion propensity, churn risk, and lifetime value scoring, designed for marketing/growth/RevOps teams without dedicated data science headcount.

No-code/low-code SaaS platform, connects to Salesforce, HubSpot, CDPs, and ad platforms to push predictive scores directly.

Klaviyo

SaaS CDP/marketing platform with native predictive features, not a standalone modelling tool.

Amperity

Enterprise customer data platform (CDP) with identity resolution and customer-intelligence capabilities, including lifetime value modelling, for large, complex customer bases.

Enterprise CDP platform, typically a significant implementation project with data engineering involvement.

Optimove

SaaS platform combining predictive scoring with multi-channel campaign orchestration, not a standalone modelling tool.

Audience / Data

Experian Marketing Services

Marketing identity graph and audience data provider (part of the Experian group), offering identity resolution, audience data, and onboarding built on a large US consumer identity graph.

Data provider/platform, typically integrated via onboarding or API partnerships with activation destinations.

TransUnion (TruAudience)

Identity resolution and audience data platform (TruAudience) built on TransUnion's consumer data assets, incorporating its Neustar and Verisk Marketing Solutions acquisitions.

Data provider/platform, typically integrated via onboarding or API partnerships with activation destinations.

Geospatial

Foursquare

Location technology and geospatial data provider (100M+ POIs, 200+ countries) offering place data, foot-traffic panel data, and store-visit attribution used in geo-targeting and footfall measurement.

Location data / measurement platform, typically integrated via API or managed study.

Placer.ai

SaaS analytics platform, typically self-serve with managed onboarding for enterprise accounts.

Data Collaboration / Clean Rooms

LiveRamp

Identity/data infrastructure platform, typically integrated by data or marketing technology teams.

InfoSum

Decentralized data clean room platform built on a 'non-movement of data' architecture — parties query matched data without either side's raw data ever leaving its source.

Clean room platform, typically implemented alongside the specific partners a customer wants to collaborate with.

Ownership note: InfoSum was acquired by WPP/GroupM in 2025. As with LiveRamp's pending Publicis deal, this is worth discussing with customers who value an independent, agency-agnostic clean room provider — InfoSum is no longer neutral in the same way it was previously positioned.

AWS Clean Rooms

Amazon Web Services' cloud-native data clean room service, allowing organisations already on AWS to collaborate on data without sharing or copying underlying raw data, with cross-cloud collaboration (e.g. Snowflake, Athena) added in late 2024.

Cloud-native service, implemented by internal data engineering teams already working within AWS.