Closing the Gap: How Better Audio Data Is Transforming Media Mix Models

Here’s a stat that doesn’t make much sense: Consumers spend 21% of their media time with audio, but only 4% of budgets follow. The problem? Investments are largely driven by how (or whether) audio shows up in media mix models.

Thankfully, that’s changing—and fast. Audio is finally getting the measurement upgrade it deserves, and the future of how it shows up in MMMs is going to change the game for what it means to craft a successful advertising strategy.

Ready to see what’s to come? Alongside experts from Ipsos, our newest measurement partner, we'll break down how improved data precision, automated integrations, and industry-wide standardization are redefining audio’s role in MMMs.

We’ll dig into:

• Why granular, as-run data across streaming, podcast, and satellite is becoming the new MMM baseline

• How ad-server integrations and automated delivery are improving visibility, transparency, and calibration

• New industry standards emerging from the IAB’s advanced measurement working group

• How, together with Ipsos, we’re building the next generation of audio MMM insights

If you want your audio investment measured as effectively as it performs, you don’t want to miss this conversation.