Five years ago, a customer looking for a service typed a query, which we could bid on and measure, says Service Club CMO Michiel Das. "Today, a meaningful share of that same intent goes to an AI assistant instead. There is no query to buy and no results page to rank on. There is an answer, and you are either in it or you are not."
Marketing measurement has never been perfect, but today’s most successful teams are rethinking how they interpret data, combining MMM, LTA, and incrementality testing to build more reliable frameworks for business growth.
Built on NIQ’s comprehensive data ecosystem and enhanced with AI-enabled analytics, Precision Solutions allows clients to simulate outcomes, isolate true performance, and scale the strategies that deliver measurable results.
The partnership between Optable and Goodway Group enables more precise targeting, faster decision-making, and stronger performance in an increasingly complex media environment.
Composable AI Decisioning is built on causal measurement, runs directly on the data cloud, and compounds learning over time, without copying data or locking teams into specific channels.
Together with Microsoft, Yobi is levelling the playing field for US enterprises by unlocking access to the scale of behavioural intelligence once reserved for the largest online advertising platforms.
The Liquid Activation solution allows marketers to size, build, and distribute audiences in minutes, helping teams keep pace with the rapid speed of modern media planning.
Athena by Zeta converts enterprise data into predictive answers, enabling marketing teams to identify opportunities faster, execute with precision, and prove the business impact of every decision.
Through this partnership, illumin and FSBD provide a scalable approach to audience intelligence that enables marketers to connect with relevant audiences across programmatic channels without relying on legacy identifiers.
Together, AXL and PUSH are launching STRATIS, an agentic AI operating system for marketing intelligence and operations.
