Coming out of the IAB Leadership Summit in Palm Springs, one thing was obvious. The industry is aligned on a few big truths that will shape how marketers plan, measure, and invest in 2026. These aren’t incremental shifts. They are foundational changes that will influence every media plan, every brief, and every conversation about growth.

1. The industry knows our Media Mix Models need an upgrade

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For the first time in a long time, marketers, measurement firms, and platform leaders all agreed that our current Media Mix Models simply can’t keep up. They were built for a world that no longer exists. Legacy MMMs rely heavily on old data sets and rigid assumptions that don’t reflect the explosion of channels we now use to reach consumers.

Studies point to the same pattern: traditional MMMs struggle to account for cross-channel interactions and the realities of today’s consumer journey. They also overvalue some channels and undervalue others, especially newer forms of digital or emerging media. The result is a model that still gives direction but often misses the nuance marketers need to make confident investment decisions.

Marketers are already moving toward more flexible, AI-supported approaches. These new models factor in diminishing returns, market conditions, attention metrics, and real performance signals. They offer a clearer picture of whether money is working as hard as it should.

If there was one message from the summit, it was this. 2026 is the year to modernize your MMM. Because no model built for 2016 can guide a plan built for 2026.

2. Audio is underrepresented in most plans and the industry is ready to fix it

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This was the most consistent theme coming from marketers. Audio is significantly under‑modeled and under‑invested relative to how much consumers use it. And that’s a problem.

Consumers spend hours every day with audio. Radio remains one of the most widely used media platforms in America; more people listen to broadcast radio now than 20 years ago. In fact, 9 out 10 Americans listen to broadcast radio every month. Podcast listening continues to surge and streaming audio has become a default part of how people move through their day. Yet audio advertising often receives a fraction of the budget its consumption warrants.

Marketers at the summit acknowledged the gap. They called out that audio deserves a bigger footprint in the media mix, not just in podcasts but across radio advertising, broadcast radio, news audio, and streaming audio. Many are already planning to increase investment in 2026 as they push for more balanced MMM inputs and more accurate attribution for audio’s contribution to both upper funnel and performance outcomes.

The mindset is shifting. Audio is no longer a supporting asset. It is a central driver of attention, trust, and action. In fact, audio ads on iHeart inspired 69% of listeners to take an action in response. And as brands look for efficient, high impact channels, audio advertising is well positioned to grow.

3. Agentic AI is entering the planning workflow and human judgment is becoming even more essential

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AI was everywhere at the summit, but the tone of the conversation has changed. We’ve moved past the “what if” stage. Now the question is how agentic AI can work alongside teams to make planning smarter and faster.

Agentic AI refers to AI systems that can take multi-step actions toward a goal. In media planning, that can mean AI agents that explore scenarios, organize data, or recommend next steps based on performance signals. These tools are maturing quickly, especially as platforms invest in transparent, explainable AI rather than closed black box systems.

But the consensus was clear. The best use of AI is as a complement to human strategy, not a replacement for it. Marketers don’t want autonomous media buying. They want AI that levels up the speed and quality of planning so strategists can focus on interpretation, creative thinking, and the cultural understanding that no model can generate on its own.

Think of 2026 as the beginning of a true hybrid era. Agentic AI will handle complexity. Humans will handle meaning.

What this means for marketing leaders heading into 2026

The three shifts above point to one central truth. We are entering a year where marketers regain control of their mix by improving the tools that guide it and investing in the channels that actually reflect consumer behavior.

Here is the path forward.

1. Upgrade your measurement foundation
 Build or demand an MMM that reflects how consumers actually behave. Incorporate modern signals, cross-channel effects, and accurate representation of audio advertising.

2. Correct the audio investment gap in your plan
 Shift budgets toward channels that deliver attention and authenticity. That includes radio advertising for reach, podcast advertising for influence, and streaming audio for precision and scale.

3. Use AI as an enhancement rather than a shortcut
 Let agentic AI handle the heavy lifting, but keep the human perspective front and center. Insight, intuition, and creativity remain the real differentiators.