Mutinex: MMM must plug into bidding systems or fall behind

Mutinex chief executive Henry Innis told Beet.TV that within six to 12 months, brands that fail to connect incrementality data directly into programmatic bidding will be at a structural disadvantage. "I think actually every single brand will be forced off deterministic measurement... In fact, I think it's grossly irresponsible," he said, citing AI walled gardens compounding attribution collapse. The IAB's 2026 Outlook Study found 61% of buyers plan more focus on marketing mix modeling and 62% on incrementality. (Beet.TV)