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.
From wasted budgets to data-backed decisions, Will Post, Vice President, Growth at Measured discusses why the future of media performance depends on incrementality and trusted measurement and more.
TLDR: Attribution is simply the math that goes into distributing credit for conversions across the various marketing channels. The incrementality approach begs the question—how many of those conversions would we have gotten organically? Earlier in March, London-based Machine Advertising announced their always-on incremental measurement solution, a plug-and-play AI platform. It is specially targeted towards […]
