Marketing Mix Modeling (MMM) Revival — AI-Powered

MMM — a statistical technique from the 1960s that attributes revenue across marketing channels using regression modeling — has had a significant revival as a response to iOS 14 signal loss. New AI-powered MMM tools (Meridian from Google, Robyn from Meta, Recast, Northbeam's MMM layer) have made it accessible to mid-market advertisers. In 2026, running AI-powered MMM is increasingly standard for companies spending $1M+/month on marketing. The outputs inform budget allocation across channels.

For performance marketing operators: MMM is now 'the adult table' for measurement. Knowing what Meridian, Robyn, or Recast say about your channel mix is a real budget decision input. AI has made MMM accessible — but also made it easy to cargo cult without understanding the methodology. Content that explains when MMM is right vs. wrong (and what the assumptions are) is high-value for sophisticated operators.

• "AI-powered MMM is accessible now. Here's what it tells you that attribution never could"
• "Google Meridian vs. Meta Robyn vs. Recast: what each is actually good for"
• "MMM tells you channel allocation. Incrementality tells you lift. You need both."