Attribution

DOOH adoption is accelerating, with 68% of planners increasing usage and 61% planning higher investment, yet 58% still cite measurement as the biggest barrier to scaling spend.

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.

New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower‑funnel results when combined.

Discovery and decision-making are moving beyond traditional search, but without a clear measurement layer, brands lack the visibility needed to fully understand performance or invest confidently in this emerging channel.

New research finds that only half of marketing and finance leaders measure how marketing is driving business outcomes, and 71% believe AI-powered marketing tools prioritise short-term performance over long-term brand growth.

As digital attention fragments and performance pressure intensifies, marketers are repositioning television — not as a legacy branding channel, but as a measurable growth engine built for accountability.

Modern CMOs must blend data mastery, AI adoption, financial fluency and creative leadership to drive measurable business value and lead high-performing teams.

Sam Allen, CEO, Iterable, explains what’s holding marketers back. It isn’t talent or ambition; it’s the day-to-day friction of their legacy tech stack. Marketers need technology that removes busywork and simplifies complex tasks into a single workflow. It should reflect how they actually work, says Sam.

The invisible spend problem in performance advertising drains budgets as repeated clicks from returning users and scam ads inflate costs. Brands need user-level visibility and frequency controls to protect budgets, reach new audiences, and ensure true campaign efficiency.

Conversion API and first-party data are becoming the foundation of smarter ad strategies, with AI optimisation enabling media buyers to improve targeting, efficiency, and ROI.