IRGULM will add MMM analytics functionality to Ad EBiS and launch the service on 30 October 2026. By integrating measured data and estimates, the functionality will visualize the return on investment of video and social media advertising and support the optimization of budget allocation.
IRGULM added MMM analytics functionality to Ad EBiS, an advertising effectiveness measurement platform, and began offering it on 30 October 2026. By combining conventional measured data with statistical estimates, the functionality can visualize the effectiveness of video and social media advertising, which has been difficult to evaluate based on clicks alone.
The background includes limitations in conventional methods resulting from tighter cookie regulations, as well as continued growth in the video advertising market. While the UMM concept has become widespread overseas, implementation costs and the need for specialized knowledge have been identified as hurdles in Japan. IRGULM aims to promote the adoption of integrated measurement services, including MMM, by strengthening support for in-house operations.
The MMM analytics functionality enables measured data from Ad EBiS and estimates based on statistical models to be handled in the same management interface, and calculates the sales contribution of each initiative after taking carryover and saturation effects into account. The initial fee is ¥200,000 and the monthly fee is ¥100,000. The MMM functionality may also be used on a standalone basis. This will be Japan's first example of MTA and MMM being offered in a single SaaS service.
Going forward, IRGULM will expand the areas in which measured data can be collected, enhance estimation technology and strengthen operational automation, including feeding results back into AI platforms, with the aim of creating an environment that can be used for the automatic improvement of advertising delivery and operational decision-making.
The source is based on an IRGULM press release issued via PR TIMES.