Marketing performance has never mattered more — and yet the systems used to measure it are under strain. Privacy regulation, signal loss, platform-embedded optimization, and fragmented data environments have made it harder to connect media exposure to outcomes with confidence. At the same time, AI is accelerating expectations for speed, scale, and decision-readiness, exposing long-standing weaknesses in advanced measurement.
The IAB State of Data 2026: The AI-Powered Measurement Transformation: Implications for Attribution, Incrementality, and MMM examines this inflection point, exploring how AI is being applied across attribution, incrementality testing, and marketing mix modeling (MMM), where the buy side believes AI can . . .
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