Digital Audio is one of the most underutilized channels in media planning—despite its reach, engagement, and proven ROI. IAB’s new guide, "Measuring Digital Audio in Media Mix Models (MMM)," explores why audio investment lags and how the industry can fix it.
Why This Matters
Although 80% of Americans listen to Digital Audio monthly, the channel receives less than 3% of digital ad spend. A key reason: audio is often excluded—or underrepresented—in Media Mix Models (MMM) due to inconsistent, incomplete data.
What the Guide Covers
This beginner-friendly resource helps advertisers, agencies, and publishers:
- Understand why MMM for audio matters . . .
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