---
title: "Structural Biases in MMM are Penalizing Affiliate Marketing, New Prohaska Research Finds"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/285235080.md"
description: "A recent study conducted in San Mateo, California on May 5, 2026, exposed the errors in measurement leading to Misattribution of Marketing Measurement (MMM) in analyzing affiliate performance. Funded by Rakuten Rewards and carried out by Prohaska Consulting, the report highlighted significant flaws in the measurement process influencing affiliate outcomes. This revelation sheds light on the inadequate assessment methods prevalent in affiliate marketing, emphasizing the need for improvements in the analytical approach."
datetime: "2026-05-05T15:33:14.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/285235080.md)
  - [en](https://longbridge.com/en/news/285235080.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/285235080.md)
---

# Structural Biases in MMM are Penalizing Affiliate Marketing, New Prohaska Research Finds

A recent study conducted in San Mateo, California on May 5, 2026, exposed the errors in measurement leading to Misattribution of Marketing Measurement (MMM) in analyzing affiliate performance. Funded by Rakuten Rewards and carried out by Prohaska Consulting, the report highlighted significant flaws in the measurement process influencing affiliate outcomes. This revelation sheds light on the inadequate assessment methods prevalent in affiliate marketing, emphasizing the need for improvements in the analytical approach.

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