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# IAB: sloppy data, not weak ads, makes audio look ineffective in MMM
- URL: https://www.medianexis.com/iab-sloppy-data-not-weak-ads-makes-audio-look-ineffective-in-mmm/
- Published: 2026-11-02T18:39:21.000Z
- Updated: 2026-11-02T18:39:22.000Z
- Description: Inside Radio reports that the IAB’s new “Amplifying Audio’s Impact in MMM” report argues audio underperforms in media mix models mainly because of thin, blended data rather than weak ad effectiveness.
- Author: The Signals Desk
- Tags: Measurement, IAB report on audio's impact in media mix models

**Why it matters.** Advertisers who keep lumping broadcast, streaming, podcast and satellite audio into one MMM line risk underfunding a channel the IAB says is already outperforming its budget share.

*Signal from* [*insideradio.com*](https://insideradio.com/?ref=medianexis.com) *·* [*read the original*](https://www.insideradio.com/free/better-audio-measurement-starts-with-more-detailed-campaign-data/article%5Fed5b3425-857d-44db-a26d-eacb39c8eaa3.html?ref=medianexis.com)*.*