Marketing Mix Modeling (MMM) is back in the spotlight—but today’s marketers need more than a legacy model built for a linear world. In this panel, top MMM providers will unpack the biggest challenges in modernizing MMM, from outdated data inputs and underrepresented channels like CTV, gaming, and retail media, to the struggle of capturing always-on strategies like influencer, gaming, podcast and social. Panelists will explore ways to evolve the model—through better metadata, automation, hybrid modeling, and more—to reflect today’s media reality and help marketers make faster, smarter, and more inclusive decisions.