Incrementality

Through Cross-Media Intelligence, marketers can unlock insights by incorporating Meta campaign data into broader cross-media measurement workflows.

The proprietary AI ecosystem combines performance data, growth frameworks and vertical knowledge into a live operating model the traditional agency structure cannot replicate.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.

The partnership between Koddi and Universal Ads gives performance advertisers a seamless way to plan, activate, and measure omnichannel campaigns across retail media and premium streaming.

Albertsons Media Collective’s onsite incrementality measurement is designed to provide a transparent and consistent approach to evaluating performance.

With WunderKIND Ads and Attain, the integration significantly upgrades targeting and measurement capabilities, which enables advertisers to maximise ROI and capture high-value consumers during peak shopping periods.

For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.

Performance marketing has reached a turning point. As 2026 unfolds, there are three shifts marketers need to watch and prepare for.

Riyad Khalil, Director - Middle East and North Africa, Adjust, talks about how predictive analytics, incrementality, and MMM form the new tech stack for marketers navigating rising acquisition costs and privacy-first regulations.