The Adtriba company has developed a marketing measurement system that uses AI to help businesses optimize budget allocation. Their system is based on three pillars: Advanced Multi-Touch Attribution, Media Mix Modeling, and Experiments. The company's approach to media mix modeling requires the use of sophisticated AI/ML models that can address challenges such as carry-over effects, shape effects, and changing media efficiency over time. To overcome these challenges, Adtriba uses non-linear optimization, Bayesian inference, and hyperparameter optimization methods. They have developed custom Media Mix Modeling packages using various frameworks and tools, including Ubers Orbit, Numpyro, and scikit-learn. The Anyscale Platform, built on Ray's multi-objective hyperparameter search algorithms, provides an advantage in terms of scalability, calibration capabilities, and ability to find the pareto-optimal combination of hyperparameters that optimizes model fit and attribution accuracy. With this platform, Adtriba is able to run thousands of iterations quickly and efficiently, reducing the time required to optimize media mix models from a week to under 3 hours.