State of Data 2026: The AI-Powered Measurement Transformation

What Market Radar took from it

The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.

1. 46% of MMM users with line of sight say 'Other Trad Media: Radio, Print, OOH, Direct Mail' is underrepresented in their marketing mix models; Linear TV 38%, DOOH 43%

   IABUnited StatesFeb 2026

2. 67% of US buy-side MMM users say their MMM does not produce reliable/consistent results very well; 61% say it is not trusted by planning and analytics teams very well

   IABUnited StatesFeb 2026n=287

3. 68% of US buy-side regular incrementality test users say their incrementality approach does not produce reliable/consistent results very well

   IABUnited StatesFeb 2026n=292

4. 72% of US buy-side attribution users say their attribution approach does not capture performance across all channels very well; 72% say it does not produce reliable/consistent results very well

   IABUnited StatesFeb 2026n=315

Used in Market Radar

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About this report

Publisher

IAB
All 11 IAB reports in the library

Published

2 Feb 2026

Type

Survey

Sample

n=315

Countries

• United States

Regions

• US

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