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# Everyone blames clients for MMM obsession — Did sellers cause it?
- URL: https://fabric-media.ghost.io/everyone-blames-clients-for-mmm-obsession-did-sellers-cause-it/
- Published: 2026-08-11T01:22:28.000Z
- Updated: 2026-08-27T00:48:04.000Z
- Description: Marketing mix modeling has gone from an annual macro exercise to the tool brands consult before any decision, and media sellers resent it. Shields flips the complaint: if MMMs filled a vacuum, the sellers who never supplied better measurement helped build it.
- Author: Fabric.Media Editorial
- Tags: Measurement, advertising, Mike Shields

**Why it matters.** Media sellers who withheld better measurement tools now face brands defaulting to MMMs as the arbiter of every spend decision, ceding sellers’ own influence over how their inventory gets counted.

*Signal from* [*Next in Media*](https://mikeshields.substack.com/) *·* [*Mike Shields*](https://fabric-media.ghost.io/tag/by-mike-shields/) *·* [*read the original*](https://mikeshields.substack.com/p/almost-everybody-hates-mmms)*.*