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April 24, 2026Customer Needs and SolutionsOpen Access

Open-Source Media and Marketing Mix Modeling: Practice-Oriented Overview, Challenges, Opportunities

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Authors

JRJulian RungeKPKoen Pauwels

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Overview

Narrative review explores open-source marketing mix modeling in digital advertising, highlighting challenges and opportunities.

Key Points

  • This work examines the rise of open-source media and marketing mix modeling (m/MMM) in response to evolving privacy norms and advertising challenges.
  • Narrative review of current open-source m/MMM developments and tools.
  • Analysis of challenges and opportunities faced by digital-first advertisers.
  • Synthesis of insights from grassroots analytics communities and major platforms.
  • Increased interest in m/MMM among small and midsize firms due to privacy protection.
  • Variations exist in open-source packages regarding automation and usability.
  • Identified gaps in the needs of advertisers and capabilities of available models.

Cite This Study

Runge et al. (2026) studied this question.

synapsesocial.com/papers/69eb0b25553a5433e34b4f98https://doi.org/10.1007/s40547-026-00161-4
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