#marketing-measurement-evolution
#marketing-measurement-evolution

Marketing tech

Go Figure: 3 big marketing numbers from March

Marketing tech

How purchase data is redefining TV ad performance and driving revenue

Marketing tech

The Agentic Marketplace Is Here. Where Does That Leave DSPs and SSPs? | AdExchanger

Marketing tech

A Positive Outlook for Advertising in the New World

The advertising industry is entering a positive phase with strong confidence in media investment across various sectors.

What AI disruption means for experimental ad budgets

Marketers are increasingly reallocating budgets towards experimental ad channels, including AI and retail media, to find new audiences and drive growth.

fromwww.marketingdive.com

Go Figure: 3 big marketing numbers from March

The marketing industry is facing a potential slowdown, with significant dips in advertising revenue growth predicted for major platforms like Meta.

How purchase data is redefining TV ad performance and driving revenue

Advertisers must adopt modern strategies, including purchase-based segmentation, to effectively engage consumers in the evolving TV landscape.

The Agentic Marketplace Is Here. Where Does That Leave DSPs and SSPs? | AdExchanger

Swivel and Olyzon's partnership creates a new ad buying model integrating buy-side and sell-side agents for enhanced campaign execution.

A Positive Outlook for Advertising in the New World

The advertising industry is entering a positive phase with strong confidence in media investment across various sectors.

What AI disruption means for experimental ad budgets

Marketers are increasingly reallocating budgets towards experimental ad channels, including AI and retail media, to find new audiences and drive growth.

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Connected TV is expanding into public spaces, transforming how audiences engage with content outside the home.

The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up? | AdExchanger

Connected TV is now a dominant media channel, capturing significant consumer attention and requiring strategic full-funnel advertising approaches.

Television

fromAol

14 hours ago

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Connected TV is expanding into public spaces, transforming how audiences engage with content outside the home.

The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up? | AdExchanger

Connected TV is now a dominant media channel, capturing significant consumer attention and requiring strategic full-funnel advertising approaches.

How to know if a digital marketing agency is good

Quality marketing agencies provide dedicated representatives, prioritize human management over automation, and possess extensive marketing experience.

How to Navigate Brand Authenticity in the Age of AI Slop

Originality and authenticity in content are essential for brands to stand out in a saturated market dominated by low-quality AI-generated content.

fromAol

Answers to over 60 content marketing FAQs: Strategy, SEO, ROI, AI and more

Content marketing is effective when based on strategy, not just content production.

fromEntrepreneur

20 hours ago

How to Navigate Brand Authenticity in the Age of AI Slop

Originality and authenticity in content are essential for brands to stand out in a saturated market dominated by low-quality AI-generated content.

fromAol

Answers to over 60 content marketing FAQs: Strategy, SEO, ROI, AI and more

Content marketing is effective when based on strategy, not just content production.

more#content-marketing

Media industry

Pruning The Mediavine; Shoppers Aren't Clicking Amazon's AI Ads | AdExchanger

Digital publishers face challenges due to AI and traffic changes, leading to layoffs and a focus on high-impact areas.

Deliverability

fromMiami Herald

5 sales sequences that drive higher response rates

Cold emails have a 0.9% response rate; effective sales sequences require targeted, timely outreach with multiple touchpoints.

E-Commerce

fromPractical Ecommerce

Shoppers Want AI Help, Not Control

AI enhances shopping by saving time and simplifying decisions, but consumers are hesitant about fully autonomous purchase agents.

Business intelligence

fromeLearning Industry

21 hours ago

AI Strategy Roadmap: A Step-By-Step Plan From Pilot To Scale

A clear AI strategy roadmap is essential for transforming pilot projects into scalable, impactful enterprise-wide initiatives.

Podcast

fromRAIN News

New audio ad service seeks reach + relevance

StreamGuys launched SGcreative, an audio advertising service targeting the U.S. Hispanic market in partnership with Nueva Network.

fromBenzinga

Socialtrait Launches Predictive Audience Simulation Platform

Behavioral Simulation AI aims to accurately model real human behaviors in social networks.

15 hours ago

From Streaming To AI: Agency Leaders' Next Big Media Bets

Streaming platform consolidation is reshaping agency strategies, emphasizing precision and adaptability in targeting consumer attention.

Data science

Data built modern marketing, but AI is rewriting the rules | MarTech

Data has evolved from being seen as a liability to a core asset for businesses, driving marketing strategies and decision-making.

fromMiami Herald

18 hours ago

How Website Traffic Data and Metrics Can Inform Effective Content Strategy

Website traffic checkers enhance content strategy by revealing audience engagement and competitive positioning.

20 hours ago

What the fees customers hate reveal about your pricing strategy | MarTech

Fees impact customer trust and experience, often reflecting a company's operational choices rather than fair pricing.

Media industry

fromTheWrap

Consumers' Time Spent With AI Platforms, Content to Increase 29% by 2029, Survey Finds

Consumers are preparing for increased AI content consumption, expecting to spend significantly more time on AI platforms in the coming years.

AI Flooded the Feed. Now, the Smartest Companies Are Moving Offline

In-person brand activations are becoming essential as digital content saturation increases, making physical presence a scarce and valuable marketing channel.

Podcast

Why digital audio is a must-have for your retail media plan | MarTech

Digital audio is becoming a crucial advertising channel, reflecting changing consumer behavior and offering significant opportunities for targeted marketing.

E-Commerce

fromEntrepreneur

Macy's Debuted a New Tool - And Customers Who Use It Spend 400% More. Here's How It Works.

Macy's launched 'Ask Macy's,' an AI shopping assistant that increases online spending by four times for users compared to non-users.

The 'Swim Lane' Strategy: How the Best Marketers Are Using AI to Beat the Competition

Hyper-specialization in marketing allows for tailored messaging to specific customer segments, enhancing competitive advantage and engagement.

fromFast Company

21 hours ago

Why the future of brand trust is sensory marketing

Experiential communications leverage sensory engagement to build trust and connection, countering AI fatigue and skepticism in audiences.

Meta Is Testing a Paid Instagram Plan That Could Reveal Who Rewatches Your Stories

Meta is testing an Instagram subscription plan called Instagram Plus to enhance user experience and diversify revenue.

fromThe Berkshire Eagle

13 hours ago

Multi-Engine AI Visibility Gap Widens as Brand Citation Rates Vary 9x Across Major AI Search Engines

The Multi-Engine AI Visibility Gap is a critical issue in digital marketing strategy for 2026, highlighting disparities in brand visibility across AI search engines.

How Samsung Ads And Crumbl Got Their CTV Campaign To Perform Like Social | AdExchanger

Crumbl's success is driven by social media and its mobile app, which accounts for over 50% of sales.

fromLondon Business News | Londonlovesbusiness.com

Is engagement now just as important as value in modern promotions? - London Business News | Londonlovesbusiness.com

Promotions must engage customers beyond value to foster brand loyalty in a competitive market.

fromBenzinga

Performance Comparison: Meta Platforms And Competitors In Interactive Media & Services Industry - Met

Thorough company analysis is essential for investors, focusing on Meta Platforms and its competitors in the Interactive Media & Services industry.

How AI Is Reshaping The Marketing Scientist Role | AdExchanger

Marketing scientists now translate data into meaningful insights, bridging the gap between AI analysis and human interpretation.

fromMakeUseOf

No, it's not your microphone - this is how advertisers know what you want

Advertisers use data from your online behavior, not microphone recordings, to deliver targeted ads accurately.

#marketing

Marketing

Why Understanding Moments Matters More Than Reach

fromFast Company

AI didn't break marketing. It exposed what wasn't working.

Marketing leaders focus on growth and proving marketing's value, while AI changes how buyers discover information and measure marketing impact.

Marketing tech

Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement | AdExchanger

Why Understanding Moments Matters More Than Reach

Marketers should focus on connecting brands to cultural moments rather than just measuring reach and impressions.

fromFast Company

AI didn't break marketing. It exposed what wasn't working.

Marketing leaders focus on growth and proving marketing's value, while AI changes how buyers discover information and measure marketing impact.

Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement | AdExchanger

Cody Plofker values discovering ineffective marketing channels to optimize strategies, contrasting with typical marketers who struggle with measurement confusion.

Martech stacks are holding back sales and marketing teams | MarTech

Sales and marketing alignment remains a challenge, with only 56% of GTM professionals reporting high alignment in their organizations.

Build a Fully Automated AI Marketing Team Using Claude

AI tools like Claude AI automate marketing tasks, optimize workflows, and enhance productivity for modern marketing teams.

1 month ago

Marketing

Performance marketing is being rewritten by AI | MarTech

fromGeeky Gadgets

Build a Fully Automated AI Marketing Team Using Claude

AI tools like Claude AI automate marketing tasks, optimize workflows, and enhance productivity for modern marketing teams.

1 month ago

Marketing

Performance marketing is being rewritten by AI | MarTech

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

Future of Marketing Briefing: Horizon Media is building a platform to orchestrate ad tech from a single command center

Horizon Media is developing an orchestration and intelligence layer to integrate various media marketplace partners into a central command center.

Agency Leaders Debate: Who owns the future?

The future of the marketing industry hinges on the balance between big tech companies and consumer importance.

fromSearch Engine Roundtable

New: Microsoft Advertising Merchant Center Enables Store & Domain Name Updates

Merchants can now update their store name and domain directly in Merchant Center within Microsoft Advertising.

Basis Wants To Help Marketers Bring Agentic AI Into Media Planning | AdExchanger

Basis launched Compass to simplify campaign planning without replacing human input.

What happens when ad spend goes wrong | MarTech

Account ownership in advertising is primarily about financial logistics, risk, and legal responsibility, not just control.

fromWorld Economic Forum

Understanding Value in Media: Perspectives from Consumers and Industry

The internet has transformed publishing, creating challenges for revenue and consumer satisfaction, while a shift towards consumer payments may offer a solution.

Boathouse's New Chief Strategy Officer Says It's Time For Agencies To Take The Reins Of Measurement | AdExchanger

Sonia Chung emphasizes the need for agencies to develop their own data infrastructures to reduce dependency on major tech platforms.

#performance-marketing

Performance marketing 101

Performance marketing in 2023 emphasizes effective measurement, data interplay, and personalization within the broader marketing landscape.

Why performance marketing stops working | MarTech

Performance marketing captures demand but does not create it; brands must focus on building meaning to avoid stagnation.

Performance marketing 101

Performance marketing in 2023 emphasizes effective measurement, data interplay, and personalization within the broader marketing landscape.

more#performance-marketing

Why performance marketing stops working | MarTech

Performance marketing captures demand but does not create it; brands must focus on building meaning to avoid stagnation.

Why AI adoption is high but integration is failing in martech | MarTech

AI agents are widely used but often remain isolated rather than integrated into core workflows, creating challenges in operational efficiency.

#artificial-intelligence

Marketing in the age of AI

AI enhances marketing through automation and predictive analytics but lacks the authenticity and nuanced understanding of human marketers.

Marketing in the age of AI

AI enhances marketing through automation and predictive analytics but lacks human authenticity and understanding.

fromFinancial Planning

AI for advisor marketing - without alienating clients

Consumers prefer human-created ads over AI-generated ones, emphasizing the importance of a human touch in marketing.

Marketing in the age of AI

AI enhances marketing through automation and predictive analytics but lacks the authenticity and nuanced understanding of human marketers.

Marketing in the age of AI

AI enhances marketing through automation and predictive analytics but lacks human authenticity and understanding.

fromFinancial Planning

more#artificial-intelligence

AI for advisor marketing - without alienating clients

Consumers prefer human-created ads over AI-generated ones, emphasizing the importance of a human touch in marketing.

fromHubspot

Brand optimization: What it is and why your AI visibility depends on it

Brand optimization enhances brand perception and experience through consistent, iterative improvements without a complete rebranding.

AI Is Deciding What Your Customers See - Most Brands Haven't Caught Up

AI agents are transforming e-commerce, projected to account for 25% of global sales by 2030, shifting traditional consumer engagement models.

fromFortune

AI agents are already driving 10% of revenue for some brands. Is yours invisible to them? | Fortune

Agentic commerce allows AI agents to autonomously handle the entire shopping journey, transforming e-commerce and driving significant retail revenue growth.

AI Is Deciding What Your Customers See - Most Brands Haven't Caught Up

AI agents are transforming e-commerce, projected to account for 25% of global sales by 2030, shifting traditional consumer engagement models.

fromFortune

AI agents are already driving 10% of revenue for some brands. Is yours invisible to them? | Fortune

Agentic commerce allows AI agents to autonomously handle the entire shopping journey, transforming e-commerce and driving significant retail revenue growth.

more#agentic-commerce

MASTERCLASS: Why annual marketing plans are failing your business

Traditional annual marketing plans are ineffective in today's fast-paced market, leading to wasted resources and missed opportunities.

After The Trade Desk's audit row, rivals rush to pitch features and transparency chops

Transparency crises in ad tech prompt competitors to pitch their services, but buyers remain skeptical and focused on value over transparency claims.

fromExchangewire

Attekmi's Roman Vrublivskyi on Ad Tech Trends, Ad Strategy, and AI - ExchangeWire.com

First-party data and AI are crucial trends shaping ad tech strategies in 2026.

After The Trade Desk's audit row, rivals rush to pitch features and transparency chops

Transparency crises in ad tech prompt competitors to pitch their services, but buyers remain skeptical and focused on value over transparency claims.

fromExchangewire

Attekmi's Roman Vrublivskyi on Ad Tech Trends, Ad Strategy, and AI - ExchangeWire.com

First-party data and AI are crucial trends shaping ad tech strategies in 2026.

more#ad-tech

#programmatic-advertising

Nearly Two Thirds of Marketers Failed This Simple Marketing Quiz. Would You?

The study surveyed 1,226 marketing decision-makers who work for businesses of different sizes and industries throughout the U.S., U.K., Australia, and Canada.

Marketing

As programmatic faces signal degradation, agentic advertising offers a solution

Traditional programmatic advertising is struggling due to fragmentation and privacy issues, necessitating a new infrastructure for better efficiency and outcomes.

Reclaiming The Original Promise Of Programmatic | AdExchanger

Fragmentation in programmatic advertising complicates access to audiences, especially for smaller agencies, but AI offers new solutions to manage this complexity.

CIMM Is Out To Prove That All Media Isn't Equal | AdExchanger

Programmatic ad tech often neglects media quality nuances, leading to industry challenges and overspending on low-quality ads.

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

Evaluating programmatic partners requires looking beyond features to understand their operating model and potential conflicts of interest.

As programmatic faces signal degradation, agentic advertising offers a solution

Traditional programmatic advertising is struggling due to fragmentation and privacy issues, necessitating a new infrastructure for better efficiency and outcomes.

Reclaiming The Original Promise Of Programmatic | AdExchanger

Fragmentation in programmatic advertising complicates access to audiences, especially for smaller agencies, but AI offers new solutions to manage this complexity.

CIMM Is Out To Prove That All Media Isn't Equal | AdExchanger

Programmatic ad tech often neglects media quality nuances, leading to industry challenges and overspending on low-quality ads.

more#programmatic-advertising

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

Evaluating programmatic partners requires looking beyond features to understand their operating model and potential conflicts of interest.

fromEMARKETER

Brands want personalization at scale, but their data stack keeps getting in the way

Limited platform integration is the top barrier to personalization for 42% of brand marketers and 47% of agency marketers in North America.

fromNeil Patel

Misleading Marketing Metrics: Are Your Reports Inaccurate?

Traditional marketing metrics are outdated and do not accurately reflect business growth or marketing impact.

Agentic AI discovery requires machine-readable brands | MarTech

AI is transforming web experiences, making websites optional as content becomes data for AI consumption and understanding.

fromPhocuswire

in 2 months

Travel marketing's AI identity crisis

AI is fundamentally changing travel marketing, requiring a complete rethinking of traditional strategies and customer engagement.

Spotify's ad exchange grew its programmatic ad base, but buyers want more

Spotify's ad exchange significantly increased its programmatic advertiser base, achieving 222% growth in active advertisers since its launch.

Retail Media's Measurement Problem Is A Trust Problem - And Incrementality Is The Way Forward | AdExchanger

Retail media's growth is hindered by inconsistent measurement of incremental performance, complicating budget decisions for advertisers.

Publishers see double-digit growth from TTD's OpenPath, but volatility remains

OpenPath revenue remains strong for publishers, with some experiencing double-digit CPM growth, prompting trials of OpenAds despite temporary bid duplication allowances.

3 weeks ago

A focus on marketing excellence

FOCUS is about what's crucial to the future of the business - leaving behind what's not important. It defines and communicates the absolute fundamentals that every market must put in place, and a clear view of the end-to-end operational model.

Programmatic Video's Waste Problem Is A Growth Lever - If We Choose To Pull It | AdExchanger

Programmatic video spend suffers 20-30% loss due to misrepresentation and low-quality inventory, impacting ad revenue and high-quality content.

The Trade Desk shakes up Identity Alliance payouts, with a new focus on incrementality

The Trade Desk is shifting to an incrementality-based payment model for identity partners, rewarding unique data contributions over volume.

fromHarvard Business Review

A Better Strategy for Location-Based Advertising

Consumers prefer personalized ads, with location data becoming a key factor in targeted advertising.

4 weeks ago

How brands are measuring value across the entire customer journey

Marketers struggle to measure brand advertising's long-term impact, causing budget allocation to favor short-term retargeting over brand building and new customer acquisition.

CreatorIQ and Sprinklr bet they can solve creator measurement's fragmentation problem

Unified measurement across organic, paid, and creator content is essential for effective influencer marketing.

Reach, frequency and influence: understanding the third pillar of brand growth

Creator influence is emerging as a critical third driver of brand growth alongside reach and frequency, especially for authentically reaching Gen Z audiences.

The truth about martech in 2026 | MarTech

Agentic AI promises efficiency but often exacerbates existing marketing dysfunctions, leading to a decline in ROI confidence among marketers.

AI Perfectionism Is Slowing Marketing Down. Decision Velocity Is The New Advantage | AdExchanger

Marketers face decision paralysis due to overwhelming AI options, risking inaction rather than choosing imperfect solutions.

The truth about martech in 2026 | MarTech

Agentic AI promises efficiency but often exacerbates existing marketing dysfunctions, leading to a decline in ROI confidence among marketers.

AI Perfectionism Is Slowing Marketing Down. Decision Velocity Is The New Advantage | AdExchanger

Marketers face decision paralysis due to overwhelming AI options, risking inaction rather than choosing imperfect solutions.

Pinterest bets measurement and SMBs will boost performance revenue

Pinterest is focusing on measurement to attract more small-to-medium business advertising spend amid competition and ad spending cutbacks.

1 month ago

When attribution stands in for accountability | MarTech

Attribution models measure activity but don't establish accountability, and over-reliance on them undermines marketing credibility with leadership.

fromAccounting Today

Growth as infrastructure: Rethinking marketing's role in firm strategy

The operating model that ensured success for firms in the past two decades is inadequate for future sustainability.

From football to fashion: How smartphones embrace consumers

AI and fashion collaborations are reshaping mobile marketing strategies, enabling brands to engage consumers through lifestyle rather than just technology.

AI Media Is Already Here. Here's What Marketers Need to Know | AdExchanger

AI media is transforming advertising strategies as consumers increasingly use AI platforms for product research and decision-making.

#marketing-measurement

Marketers Want Better ROI Proof, But Lack The Tools

Marketing measurement confidence is declining despite increased data availability, with over half of marketers reporting no year-over-year improvement and internal stakeholders increasingly questioning metrics.

The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI | AdExchanger

Marketers must adopt deterministic-first measurement systems combining experiments, marketing mix modeling, and multitouch attribution to establish ground truth and optimize ROI in a post-identifier era.

Marketing tech

Struggling with marketing measurement? You're not alone. | MarTech

Marketers Want Better ROI Proof, But Lack The Tools

The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI | AdExchanger

more#marketing-measurement

Marketing tech

Struggling with marketing measurement? You're not alone. | MarTech

Optimization Isn't A Growth Strategy: The Decisions Behind Marketing Metrics

Marketing dashboards show strong performance metrics while actual business growth stagnates because optimization systems reward observable signals rather than true incremental demand generation.

fromModern Retail

As retail media enters its second act, savvy brands diversify networks and tactics

Retail media maturity requires brands to orchestrate complete customer journeys across multiple retailers and funnel stages rather than relying solely on bottom-funnel search tactics.

3 weeks ago

The Missed Opportunity In Performance TV: Long-Term Brand-Building | AdExchanger

TV's shift to digital enables precise short-term performance measurement, but overemphasis on immediate results undermines its strength as a brand-building channel requiring balanced long-term strategy.

How To Stay Relevant In Marketing Without Chasing Every Shiny Thing

Prioritize strategic craft, storytelling, and practical AI literacy to build B2B websites that drive buyer decisions rather than chasing hype or fear.

4 weeks ago

Why most marketers are still only experimenting with AI | MarTech

According to the report, more than 80% of marketers say they feel pressure to introduce AI into their workflows. Yet only 6% say AI is fully embedded in their day-to-day operations. Most teams remain in the experimentation phase rather than using AI as part of core marketing processes.

Marketing tech

Future of Marketing Briefing: X claims an ad comeback, reality proves out a different thesis

X's ad recovery is overstated: many top advertisers returned but are spending far less, and overall ad spend remains roughly flat.

3 ways marketers win with a connected creative-to-media supply chain

Creative Logistics centralizes creative production and media activation into a single platform, restoring control, visibility, and insight while accelerating compliant global marketing operations.

5 ways to improve marketing measurement in 2026 | MarTech

Redesign measurement into a connected, method-blending system that adds real-world context, uses AI to support strategy, treats all channels fairly, and integrates with business planning.

What does it take to grow your digital audience today?

Publishers must increase revenue per visit by creating relevant, personalized content using data to reduce ad annoyance and combat adblockers.