The 2025 Guide to Media Mix Models (MMM) and Audio

Are you working with media mix models (MMM) to assess and plan your media mix for considering doing so? Do you have questions about how digital audio—not legacy AM/FM radio, but streaming audio and podcasts—fits into your MMM? Here’s what you need to know.

What Is MMM?

Though MMM is a buzzword these days, it’s not new. Media mix modeling is a statistical analysis technique that harkens back to the days before digital advertising. And in the face of increasing data privacy policies and concerns, it’s made a resurgence. These models take aggregated data to measure a variety of marketing tactics to then forecast the estimated impact of media channels and campaigns.

MMM provides a holistic view of the overall effectiveness of marketing campaigns on consumer behavior. Output is a broad channel-level performance report, which can be used to assign annual budgets at channel level. MMM analyses measure at least one quarter and often a full year of media.

Digital Audio and MMM

Models aren’t built overnight, and many are still reflecting old data. Digital audio companies like SiriusXM Media haven’t traditionally been involved throughout the MMM process. As a result, many MMMs are currently reflecting legacy radio data and bucketing all audio together, without the nuance of media type (e. g., streaming audio or podcasts) or provider (e. g., us, Spotify, iHeart, etc.).

The good news: That’s changing. We’re currently working with MMMs to ensure that you get a more accurate picture of how digital audio can impact your campaigns. In the meantime, we’re here to answer any questions and walk you through how our networks and platforms can drive measurable results for your brand.

Keep Privacy-Forward Targeting in Mind

We’re ahead of the curve when it comes to privacy-forward targeting solutions. The data privacy concerns driving many marketers to MMMs have not impacted our ability to connect brands with the right audience, at the right time, with the right message. From opted-in first-party data to innovative contextual techniques, we’re creating better advertising experiences for brands and audiences—and offering full-funnel measurement solutions.