IAB Australia releases detailed landscape report profiling twelve market mix modeling vendors as advertisers increasingly adopt holistic measurement approaches amid privacy changes and attribution challenges.
The Interactive Advertising Bureau Australia has released a comprehensive landscape report on September 18, 2025, profiling twelve active market mix modeling vendors operating in the Australian market. The document provides detailed analysis of methodologies, data requirements, and…
IAB Australia releases detailed landscape report profiling twelve market mix modeling vendors as advertisers increasingly adopt holistic measurement approaches amid privacy changes and attribution challenges.
The Interactive Advertising Bureau Australia has released a comprehensive landscape report on September 18, 2025, profiling twelve active market mix modeling vendors operating in the Australian market. The document provides detailed analysis of methodologies, data requirements, and capabilities as advertisers increasingly turn to MMM solutions amid ongoing attribution challenges and privacy restrictions.
According to the report, compiled by IAB Australia’s Ad Effectiveness Council in collaboration with leading vendors, market mix modeling has experienced significant growth following reduced signals from traditional attribution methods and changes to privacy legislation. The technique, which uses econometric methods to quantify marketing channel effectiveness, enables marketers to assess performance through clearly defined financial metrics while accounting for external influences such as pricing, promotions, competition, and economic conditions.
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Vendor landscape reveals diverse methodological approaches
The twelve vendors profiled in the study - Analytic Edge, Analytic Partners, Annalect, Circana, Gain Theory, Google Meridian, Kantar, Lifesight, Meta Open Source Robyn, Mutinex, Prophet, and Recast - employ varying statistical techniques from classical econometric models to modern Bayesian and machine learning approaches.
Several vendors utilize hierarchical Bayesian frameworks designed for large, multi-region advertisers. Annalect’s solution decomposes marketing impact across geographic, temporal, and channel dimensions, while Gain Theory leverages machine learning and AI techniques through its proprietary Rova platform. Google’s open-source Meridian employs Bayesian causal inference through single-equation regression models, launching in January 2025 as PPC Land previously reported.
The report identifies common challenges across all MMM implementations including isolating effects of concurrent media channels, validating model accuracy, ensuring correct causal relationships, and maintaining model currency amid shifting consumer behavior and media dynamics. Each participating vendor provided detailed information on addressing these issues through model calibration and validation approaches.
Data infrastructure emerges as critical success factor
Technical requirements for successful MMM implementation center on comprehensive data collection across both internal and external sources. Vendors typically require minimum two-year historical datasets at weekly granularity, though daily data enables shorter historical requirements. Media exposure metrics such as impressions and gross rating points serve as primary inputs, though several vendors accept media expenditure data when exposure metrics prove unavailable.
According to the report, participating vendors demonstrate varying data ingestion capabilities. Some platforms support automated API connections with major advertising platforms, while others rely on flat file uploads or cloud storage integration. Analytic Edge’s Demand Drivers platform supports model building at daily, weekly, or monthly periodicity depending on available data granularity.
External data integration spans economic indicators, competitive activity, seasonality factors, and weather patterns. Multiple vendors maintain partnerships with syndicated data providers to supplement client-provided information. As PPC Land has observed, effective measurement requires combining multiple approaches rather than relying solely on single methodologies.
Industry adoption driven by attribution limitations
The report emphasizes MMM’s role within broader measurement frameworks rather than standalone implementation. Industry perspectives collected from agency and media owner executives reinforce this multi-tool approach as attribution becomes increasingly difficult due to privacy changes and fragmented consumer journeys.
Andy Macdonald, National Head of Digital at Carat, states in the report that MMM has re-emerged as critical measurement infrastructure, noting the technique’s ability to quantify media and non-media driver contributions to business outcomes in signal-constrained environments. However, he cautions against treating MMM as a single source of truth, emphasizing its strategic planning role complemented by real-time metrics and incrementality testing.
Liam Loan-Lack, Chief Customer Officer at Keystart, highlights MMM’s objectivity advantage in boardroom discussions, enabling marketing teams to demonstrate incremental impact while avoiding accountability for outcomes influenced by factors beyond their control. According to Loan-Lack, MMM typically shows marketing responsible for approximately 30-40% of business KPIs on a causative basis, with significant variance across industry verticals.
Technical sophistication addresses traditional limitations
Modern MMM implementations address historical complaints about timeliness and granularity through enhanced computing power and sophisticated modeling techniques. Several vendors offer weekly model refresh capabilities, with some supporting daily updates depending on data availability and business requirements.
Recast’s fully dynamic time-series approach enables continuous learning and adaptation as marketing performance changes over time, contrasting with traditional static methods. The platform provides 94.4% out-of-sample forecast accuracy across clients through weekly model updates calibrated with lift tests.
Meta’s open-source Robyn package democratizes MMM access through automated hyperparameter optimization via Nevergrad, reducing human bias while improving automation and scalability. The solution combines multi-objective evolutionary algorithms with time-series decomposition and ridge regression for model fitting.
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Measurement frameworks emphasize integrated approaches
The report’s industry perspectives consistently emphasize MMM’s complementary role within comprehensive measurement ecosystems. As detailed in PPC Land’s coverage, the Institute of Practitioners in Advertising advocates combining MMM with experimentation and attribution methodologies through structured frameworks.
Dave Goodfellow, Head of Measurement Solutions APAC at Pinterest, emphasizes the importance of granular measurement across media mix, high-quality data flows, rigorous calibration, and transparent partnerships. His contribution to the report outlines five critical factors for maximizing MMM ROI including API-based data integration, platform-specific insights, incrementality study calibration, business-specific methodology assessment, and collaborative partnerships.
Ashley Spinks, Head of Research and Effectiveness at Seven Network, describes the broadcaster’s dual MMM role as both client leveraging internal measurement and publisher supporting advertiser implementations. Seven’s partnership with Prophet addresses unique challenges including owned media valuation, viewership-based modeling for free-to-air television, and quantifying organic social media impact.
Market outlook indicates continued growth
The comprehensive vendor landscape suggests MMM adoption will continue expanding as traditional attribution faces increasing limitations. Advances in cloud computing, machine learning techniques, and automated data processing address previous barriers to implementation while maintaining statistical rigor.
According to the report, successful MMM deployment requires strategic clarity, comprehensive data readiness, cross-functional stakeholder alignment, model validation, and informed vendor selection. The IAB Australia Ad Effectiveness Council emphasizes MMM’s role as continuous refinement process rather than one-off exercise, requiring regular updates to reflect changing consumer behavior and business dynamics.
Several vendors highlight sustainability considerations, with capabilities to incorporate carbon emissions data into scenario planning and optimization. This development aligns with growing advertiser focus on environmental impact measurement alongside traditional performance metrics.
The report concludes that thoughtful MMM implementation enables marketers to optimize investment, enhance strategic decision-making, and demonstrate marketing’s value in driving business growth. As privacy-first measurement becomes industry standard, MMM provides essential infrastructure for understanding holistic marketing effectiveness across all channels and touchpoints.
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Timeline
- January 2025: Google launches Meridian open-source MMM with Bayesian causal inference framework
- March 2024: Sebastian Hewing sparks MMM discussion on LinkedIn regarding technique effectiveness
- March 2025: IPA releases measurement framework report emphasizing integrated approaches
- August 2024: Circana announces acquisition of Nielsen MMM business expanding measurement capabilities
- September 2025: IAB Australia publishes comprehensive vendor landscape report profiling twelve active MMM providers Subscribe PPC Land newsletter ✉️ for similar stories like this one. Receive the news every day in your inbox. Free of ads. 10 USD per year.
Summary
Who: IAB Australia Ad Effectiveness Council collaborated with twelve market mix modeling vendors (Analytic Edge, Analytic Partners, Annalect, Circana, Gain Theory, Google Meridian, Kantar, Lifesight, Meta Open Source Robyn, Mutinex, Prophet, Recast) to compile comprehensive landscape analysis.
What: Detailed report profiling MMM vendor methodologies, data requirements, validation practices, refresh cadences, and decision-support capabilities across Australian market, providing marketers transparency for vendor selection and implementation guidance.
When: Released September 18, 2025, as marketing measurement complexity increases amid attribution challenges and privacy legislation changes affecting traditional digital tracking methods.
Where: Australian market focus with global vendor representation, addressing needs of local advertisers and agencies seeking MMM solutions for cross-media campaign measurement and optimization.
Why: Growing industry demand for measurement solutions capturing full cross-media activity impact as reduced signals and privacy changes drive increased usage of econometric modeling techniques for strategic marketing decision-making.