YOTTA

What is YOTTA?

YOTTA is a data and technology company within Publicis Groupe Poland, spun out of the group's data science structures to focus on analytical, research, and measurement projects. Its flagship product is COMPASS (Cloud Open-Source MMM Platform, Architecture, Software and Service), a semi-automated Media Mix Modeling application launched in June 2025 that is built on Google Meridian and Google Cloud Platform. COMPASS automates key stages of the modeling process so teams can run MMM analyses without advanced programming or econometric skills, and can be deployed on either the client's own infrastructure or YOTTA's.

How YOTTA works with TikTok

As a badged partner in TikTok's Marketing Partners program in the Measurement category (Cross-Channel specialization), YOTTA uses Media Mix Modeling to measure TikTok's impact on sales and ROI across the full marketing funnel. COMPASS runs up to 1,000 parallel econometric models to compare scenarios and quantify TikTok's contribution alongside other channels, giving advertisers a privacy-first, cookieless view of media effectiveness beyond last-click attribution. YOTTA is also a certified Google (Meridian) partner and an analytical partner of Meta.

Key features

• COMPASS semi-automated Media Mix Modeling platform built on Google Meridian and Google Cloud
• Runs up to 1,000 parallel econometric models to compare marketing scenarios
• Proprietary algorithm that selects the most efficient model, plus ML and a custom Gen AI layer
• Cross-channel attribution measuring TikTok's contribution to sales and ROI beyond last-click
• Deployable on the client's own infrastructure or YOTTA's, with advisory support

Pricing

Not publicly listed. COMPASS engagements are arranged directly with YOTTA; initial implementation takes roughly one month, with model updates and consultations turning around in about five business days.

Best for

Advertisers, analytics teams, and media agencies that want to measure TikTok and cross-channel media performance with Media Mix Modeling but lack in-house econometric or engineering capacity to build it themselves.