Dear IAB Community
After extensive collaboration, IAB Australia has released the Market Mix Modelling Landscape Report to equip marketers, agencies and media owners with practical guidance on products, methodologies and a marketers' checklist. Developed by the Ad Effectiveness Council, the report profiles twelve active MMM vendors covering their techniques, validation, data needs, refresh cycles and decision-support capabilities and provides an eight-stage checklist from strategy and measurement through to implementation and integration.
The IAB Future of Search Working Group has also launched Evolving Search Journeys: The New Consumer Path to Purchase, a guide exploring how AI, LLMs, social platforms and multimodal experiences are reshaping search. It highlights key shifts in consumer behaviour, the rise of generative and agentic search, and offers steps for agencies and brands to optimise across SEO, GEO, content and paid search. If your brand wants to stay visible and competitive in this fast-changing landscape, this is essential reading.
MeasureUp last week was a jam-packed day of content, research and debate with a room full of people focused on improving industry effectiveness. The MeasureUp photo gallery is now live, and we're already planning for next year. Thanks to our sponsors Cint, Dynata, Samba TV, Google, Meta and IAS.
For those who missed the Powering DOOH events, or want to revisit, videos and presentations are available. Thanks again to Broadsign, Vistar Media and Perion for supporting Australia's only events dedicated to programmatic DOOH.
I'm already looking forward to our Brisbane Market Update, one of my favourite IAB events. Member organisations receive two free tickets, and it's also free for agencies and brands.
More resources below, including a Gen Z report from Ipsos, a review of brand investment impact from StackAdapt and Kantar, plus a selection of job opportunities.
'Til next week,
Gai
