Marketing Mix Modeling (MMM) platforms apply top-down statistical models to historical sales and marketing-spend data to estimate the incremental contribution of each marketing channel — TV, digital, social, search, OOH, promotions — and recommend optimal budget allocation across the mix. The category is experiencing a renaissance post-cookie deprecation: as bottom-up multi-touch attribution has become unreliable, MMM (which doesn't depend on user-level tracking) has re-emerged as the preferred measurement methodology. Core capabilities include automated data ingestion, regression-and-Bayesian model building, response curves and saturation analysis, scenario planning and budget optimization, and incrementality testing (geo lift, holdout testing). The market spans MMM-native platforms (Recast, Lifesight, Mass Analytics), enterprise MMM offerings (Nielsen MMM, Kantar MMM, Marketing Evolution), and open-source frameworks (Google Meridian, Robyn from Meta).