IAB Australia has released a Market Mix Modelling Landscape Report, providing marketers, ad agencies and media owners with much needed information on the different products and methodologies together with a marketers’ checklist.  Prepared by IAB Australia’s Ad Effectiveness Council, the Report includes a directory of twelve active MMM vendors who employ a range of modelling techniques, from classical econometric models to modern Bayesian and machine learning approaches.  The report outlines their methodologies, validation practices, data requirements, refresh cadences, and decision-support capabilities.