Three Commercial MMM Platforms
Recast, Northbeam, and Triple Whale are three of the most widely adopted commercial MMM platforms for DTC and mid-market brands as of 2026. All three offer continuous Bayesian MMM with web-based dashboards, ad platform integrations, and budget allocation features. The differences are in methodology depth, brand fit, and pricing tier.
Recast
Recast is the most methodology-rigorous of the three, originally founded by marketing scientists with academic Bayesian backgrounds. The platform runs continuous Bayesian MMM with weekly updates, supports custom channel additions including AI visibility, and exposes methodology details to the customer in a way that finance and marketing science teams can audit. Strong for brands with internal marketing science capability that want to review the model.
Northbeam
Northbeam combines MMM with multi-touch attribution in a unified platform. The MMM side is competent if less methodology-exposed than Recast; the MTA side is among the strongest in market. Strong for DTC brands that want one platform for both strategic and tactical measurement. The integrated reporting is operationally simpler than two-vendor stacks.
Triple Whale
Triple Whale started as an ecommerce analytics platform and added MMM through 2024-2025. The MMM offering is newer and less mature than Recast or Northbeam but the broader analytics platform is strong, and the integration with ecommerce data (Shopify, retail platforms) is best-in-class. Strong for Shopify-native DTC brands that want a unified analytics layer with MMM as one feature.
Feature Comparison
| Dimension | Recast | Northbeam | Triple Whale |
|---|---|---|---|
| MMM methodology | Bayesian, exposed | Bayesian, less exposed | Bayesian, newer |
| MTA included | No | Yes | Yes |
| AI visibility variable | Yes (custom channel) | Yes (custom channel) | Custom build |
| Lift testing | Supported workflow | Integrated | Partner |
| Refit cadence | Weekly | Weekly | Weekly |
| Shopify integration | Standard | Strong | Native (best) |
| Methodology transparency | High | Medium | Medium |
| Best brand size | $10M-$500M revenue | $5M-$200M revenue | $1M-$50M revenue |
| Pricing tier | Mid to high | Mid | Low to mid |
How to Choose
For brands with internal marketing science capability and a need for methodology audit: Recast. For DTC brands wanting unified MMM and MTA in one platform: Northbeam. For Shopify-native brands wanting integrated ecommerce analytics with MMM as a feature: Triple Whale. The choice is mostly about brand size, stack integration needs, and how much methodology rigor matters versus operational simplicity.
AI Visibility Integration
All three platforms accept Presenc AI data as a custom channel input. The mechanical integration is CSV upload or API connection; the platforms then treat AI visibility as a media variable with their default adstock and saturation handling. Recast exposes the prior settings for analyst review; Northbeam and Triple Whale apply more opinionated defaults.
How Presenc AI Helps
Presenc AI integrates with Recast, Northbeam, and Triple Whale via documented connectors. The AI visibility data layer is the same across all three platforms; switching vendors does not require switching AI visibility data sources. This vendor-neutral position is the cleanest setup for brands evaluating MMM platforms.