Identifying where incremental spend stops producing incremental return. Every channel has a saturation point. The location of that point shifts with audience size, creative freshness, competitive intensity, and market conditions. Most brands find out they passed saturation by watching ROI decline and working backward. Response curve analysis from an MMM is the more reliable way to find it before you are already past it.
Ad tech glossary
Saturation Analysis
Technical definition
Assessment of the point at which additional marketing investment yields insufficient returns due to market or audience saturation.
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