How AI Is Opening Up Mixed Media Modelling for Every Advertiser

For years, mixed media modelling (MMM) was a luxury only the biggest advertisers could afford. It was a slow, expensive econometric exercise reserved for global brands with data scientists on retainer. But that is changing fast.

At Altair, we’ve been bringing MMM out of the ivory tower and into the real world, using AI to make robust, privacy-safe measurement available to ambitious brands of every size. If you’re tired of conflicting platform data and need evidence-based clarity on what’s truly driving performance, this is where the future of planning is heading.

The Measurement Dilemma

In today’s marketing world, attribution has hit a wall. Browser restrictions, fragmented customer journeys and the death of the third-party cookie mean marketers are flying with fewer instruments. Platform dashboards only tell part of the story, usually the part that flatters them most.

That’s why MMM is back in vogue. Unlike digital attribution models that follow individual users, MMM looks at aggregate data to estimate the combined impact of of a range of channels on business outcomes.

The result isn’t a click-path. It’s something more valuable: a clear, data-driven picture of what combinations actually works.

The Power of MMM

Done properly, mixed media modelling can:

• Quantify the ROI of every channel and campaign.
• Reveal diminishing returns and saturation points, that curve where extra spend delivers less.
• Uncover halo effects, like how brand activity supports performance marketing.
• Enable scenario planning: what happens if we shift 10% from Meta to YouTube or add digital audio next quarter?

For marketing managers, that insight turns guesswork into foresight. You can build a credible business case for budget changes, rather than relying on anecdote or last-click bias.

The Catch: Data and Scale

But MMM isn’t for everyone. Traditional models need large, clean datasets over long periods. They work best when campaigns run consistently across multiple channels for at least several months.

For smaller campaigns or clients with limited spend history, that’s a challenge. Econometric modelling also used to mean long lead times: weeks of data prep, testing, and revisions before results were ready. By the time the model was finalised, the media landscape or even the campaign itself might have shifted.

So for years, MMM remained the preserve of major advertisers. It was insightful, but inaccessible.

Where AI Changes the Equation

This is where Altair’s expertise comes in. AI has revolutionised how we approach MMM, both in speed and scalability.

Machine learning now automates data cleaning, model selection and adstock (those lag and decay effects that once took analysts weeks to tune). Bayesian and ensemble models run iteratively, meaning they learn from each new data refresh rather than starting from scratch.

With AI in the mix, MMM can now be:

• Faster – moving from annual projects to monthly or even weekly refreshes.
• Smarter – automatically testing hundreds of variable combinations.
• Lighter – requiring less historical data to reach statistically sound results.

At Altair, we’ve built pipelines that combine econometrics with AI-driven optimisation. Our cloud-based framework draws from campaign, CRM and external data (like seasonality or macro trends) to produce continuously updated models. The output isn’t a static report, it’s a live planning tool that evolves with your marketing.

From Reporting to Real-Time Planning

Traditional MMM answered the question: What worked?

Modern MMM, powered by AI, answers a better one: What should we do next?

Because models now refresh so frequently, we can integrate them directly into scenario planning. That means we can run “what-if” simulations in real time, adjusting spend levels, testing new channel mixes or forecasting expected outcomes before you commit.

It's an approach that can work for all types of clients. For example, Tech SaaS clients, that might mean reallocating budget dynamically between brand and performance to maintain lead flow as markets fluctuate. Or, for long-running cultural campaigns, it could mean understanding how early PR, paid social and outdoor combine to build momentum and where to double down once ticket sales start climbing.

The insight becomes actionable rather than academic.

Our Approach at Altair

We don’t treat MMM as a black box or a buzzword. We see it as the foundation of intelligent planning.

Our data scientists build models, yes, but our strategists interpret them. Together, they translate the output into real media decisions: which channels deserve more investment, where creative wear-out is setting in and how to forecast the next growth phase.

This blend of AI, analytics and planning expertise allows us to deliver MMM-level intelligence to clients who previously thought it was out of reach. Whether you’re a scaling SaaS brand or a cultural institution managing complex seasonality, we make robust, data-driven planning practical.

The Pros and the Cons

MMM has never been and never will be a silver bullet for success. It’s directional not deterministic. It tells you what’s driving performance, but not every reason why. And yes, as with everything in Media, it still needs clean data and consistent inputs.

But the advantages should not be missed:

• Independent, cross-channel measurement.
• Resilience against privacy and tracking changes.
• Tangible ROI insights that stand up in the boardroom.

Combined with AI automation, those benefits now outweigh the old barriers. MMM has evolved from an annual post-mortem to an ongoing, adaptive planning system. One that informs business strategy.

The Future: Continuous, Collaborative, Creative

The future of media planning lies in convergence. Econometrics meets machine learning meets human intuition. AI does the heavy lifting; strategists focus on interpretation and creativity.

MMM is no longer a once-a-year luxury, it’s becoming a continuous intelligence layer that helps brands allocate spend smarter, faster, and with far greater confidence.

The worlds of media and marketing need more than just instant gratification KPIs, we need to be building brands, strong foundations built for future successes. MMM allows more brands to do this.

At Altair, we’re bullish on that future.