IAB guide tackles audio’s data gaps in media mix models
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.
Why it matters. Advertisers using MMMs to allocate budget can undervalue audio until data providers supply more granular inputs.
Signal from iab.com · read the original.
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