Why legacy media mix models are failing marketers — and what should replace them

Bradley Keefer, CRO, Keen Decision Systems

Legacy media mix planning software remains widely used across agencies. These tools offer a structured process and a game plan marketers can follow, but they were built for a media environment that no longer exists.

Traditional media mix tools rely heavily on surveys and reach curves, which can’t account for modern channels like OTT, influencer marketing and retail media. This rigidity and dependence on outdated data sets make it difficult for them to keep pace with the current marketing and economic landscape.

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