A CFO wants to compare the ROI of YouTube against TV and offline media. Which measurement solution provides this even comparison?

A Marketing Mix Model (MMM) is the correct solution because it uses statistical analysis to quantify the impact of various marketing inputs (like YouTube ads, TV ads, and offline media) on sales or other business outcomes. This allows for a direct, apples-to-apples comparison of ROI across different channels, including traditional and digital. Search Lift measures the increase in search interest for a brand or product after exposure to an ad, but doesn't compare ROI across diverse media types. Brand Lift measures changes in brand awareness, ad recall, or consideration, which are brand metrics, not ROI across various media. Unique Reach measures the number of unique users who saw an ad, which is a reach metric, not an ROI comparison tool.