Marketing Mix Modeling (MMM) is re-emerging as a critical tool for marketers—but only if it evolves to match today’s reality. Planning cycles are moving faster, privacy constraints are limiting identifiers, and media delivery is fragmented across platforms, publishers, and devices. That’s why IAB created the Modernizing MMM Best Practices for Marketers guide.
Inside, you’ll find guidance on how to:
- Build stronger MMM foundations with standardized, multi-year, and well-governed inputs
- Expand coverage to include omnichannel media, emerging formats, and underrepresented audiences
- Balance speed and stability through frequent data refreshes and disciplined retraining cadences
- Integrate MMM with attribution, experimentation, and financial systems for a unified measurement approach
- Translate model outputs into clear, C-level recommendations tied to real business decisions
- Drive organizational adoption by embedding MMM into planning, budgeting, and performance workflows
Developed in partnership with MMM providers and practitioners, this guide synthesizes field experience, case studies, and cross-industry expertise into clear, actionable best practices—whether you run models in-house, through an agency, or with a third-party partner.
Download Modernizing MMM Best Practices
Get the clarity and modernization your organization needs to make MMM truly decision-ready.
Request for Information
To support evaluation and procurement, IAB has also developed an MMM Request for Information (RFI). This practical template helps marketers ask the right questions to assess model methodology, data inputs, refresh cadence, transparency, governance, and real-world applicability across different MMM providers and approaches. It’s designed to bring structure and comparability to a space that often feels opaque.