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# IAB guide tackles audio’s data gaps in media mix models
- URL: https://www.medianexis.com/iab-guide-tackles-audios-data-gaps-in-media-mix-models/
- Published: 2026-11-02T15:19:42.000Z
- Updated: 2026-11-02T18:39:22.000Z
- Description: IAB published a guide on strengthening audio’s role in media mix models, building on its 2025 beginner’s guide, identifying where audio data gets lost in the measurement process and offering a framework for fixing it.
- Author: The Signals Desk
- Tags: Measurement, IAB report on audio's impact in media mix models

**Why it matters.** Advertisers using MMMs to allocate budget can undervalue audio until data providers supply more granular inputs.

*Signal from* [*iab.com*](https://iab.com/?ref=medianexis.com) *·* [*read the original*](https://www.iab.com/guidelines/amplifying-audios-impact-in-mmm/?ref=medianexis.com)*.*