SYDNEY, AUSTRALIA – Gain Theory, the global marketing effectiveness and foresight consultancy, has been recognized as a featured vendor in the latest IAB Australia Market Mix Modelling Landscape Report. Produced by IAB Australia’s Ad Effectiveness Council, the report profiles twelve active vendors in the Australian market, serving as an essential guide for marketers navigating the complexities of Market Mix Modelling (MMM).
The report underscores the growing adoption of MMM among Australian businesses, driven by media fragmentation, evolving privacy legislation, and the increasing demand for outcome-based measurement. By directly linking media performance to business growth metrics, MMM provides marketers with a framework for more accountable, impact-driven investment.
As advertisers and agencies contend with reduced data signals and shifting consumer behavior, MMM has emerged as a strategic solution that not only accounts for external influences but also generates actionable insights for smarter marketing decisions.
Gain Theory’s inclusion highlights its standing as a trusted global MMM provider. Its comprehensive offering combines advanced analytics, proprietary technology, and deep industry expertise. Powered by its proprietary platform, ROVA, Gain Theory applies machine learning to help clients unlock growth opportunities and optimize both marketing and broader business investments.
“Measurement has evolved from a historical record to a strategic steering function. Gain Theory empowers brands to use MMM to proactively guide marketing investments, ensuring alignment with C-suite objectives and delivering tangible business results,” said Justin Nel, New Business Client Engagement Director, Australia at Gain Theory.
The report further spotlights Gain Theory’s advanced MMM extensions: Integrated Marketing Response for full-funnel analysis, Unobserved Component Modeling for long-term impact, Gain Theory AdModel for seamless media planning, and Sensor for granular tactical insights – all designed with privacy compliance at the core. Together, these capabilities enable measurement and optimization across short, medium, and long-term horizons.
Serving as a structured guide for Australian marketers, the IAB report provides a practical checklist for MMM implementation, covering critical areas such as strategic foundations, data readiness, stakeholder alignment, and vendor selection.
The full report is available at: IAB Australia Market Mix Modelling Landscape Report 2025.
