イルグルム announced that it will add MMM analytics to its Ad EBiS advertising effectiveness measurement platform and launch it as Japan’s first SaaS-based service combining measured and estimated results.
イルグルム announced that it will begin offering a new feature using MMM (marketing mix modeling) on 30 October 2026 through Ad EBiS, its advertising effectiveness measurement platform. The feature statistically estimates the effectiveness of video, social media and connected TV advertising, among other channels, and presents recommendations for optimizing budget allocation within the same management interface.
By combining MMM-based estimates with the existing measurement functionality, the service will make it possible to visualize contributions that are difficult to identify through clicks alone. The company said it is establishing a framework to evaluate and optimize initiatives from awareness through conversion within a single service.
The new MMM function is being introduced against a backdrop of rapid growth in video advertising spending and tighter cookie regulations. With the challenges of relying on external analytics and the associated costs in mind, the company aims to complete analysis and budget optimization within the management interface. As Japan’s first SaaS-based MMM service, it is intended to promote adoption based on the use of existing data.
The service can be used alongside Ad EBiS or as a standalone MMM analytics function. The initial fee is ¥200,000, and the MMM function costs ¥100,000 per month. The company said that it may limit the number of companies adopting the service at launch.