Recast's research team developed a proprietary method that accounts for a paid media channel’s changing footprint in your MMM. It corrects a blind spot that leads standard models to mistake a growing addressable market for a saturating market.   Say you run paid search in 30% of the country, then expand it to 60%. Spend rises and sales will usually rise with it. But a standard MMM has no way to know the channel’s ceiling just got bigger – it only sees more spend chasing the supposedly same fixed ceiling estimated for the “saturation curve”, which looks like a channel running into diminishing returns. So it undercounts the channel’s actual efficiency. That same blind spot works in reverse. If a channel’s…