Marketers today are grappling with fragmented platforms, messy data pipelines, and KPIs that often miss the mark. In this session, Shirofune, an AI-based ad management platform, and Direct Agents, a full-service growth marketing consultancy, explore how AI is helping shift measurement from surface-level automation to meaningful outcomes. Rather than just speeding up workflows, AI is being used to centralize data, surface deeper performance signals and bring structure to attribution across complex, multi-touch journeys. Together, we’ll dig into how automation can actually improve measurement quality, and what’s still getting in the way of aligning media with real business impact.