Browsing: measurement

Southeast Asian consumers are turning to generative AI to discover products, with one in four (24%) now using it as part of their shopping journey. That adds another layer to a journey that may already span creators, social commerce, retail media and marketplaces before a purchase is made.

A growing number of marketers are taking the measurement challenge into their own hands by spending more to amplify influencer content as a work around.

Seven months after OpenAI started selling ads in ChatGPT, marketers are still asking how they’re supposed to measure them. It has become the sticking point in almost every conversation Digiday has had about the company’s progress as an ad seller. Part of the frustration comes from a sense that OpenAI hasn’t built much beyond the…

Marketing measurement is really about answering two questions: what happened, and then what should I do about it?

A strong BI strategy keeps reporting, self-service and newer AI-driven experiences aligned around shared definitions, clear ownership and measurable business outcomes as analytical access expands across the organization.

Entertainment marketers are getting a new outcomes measurement tool for their toolbox.

CHICAGO, Sept. 8, 2026 /PRNewswire/ — Circana LLC today announced the addition of Meridian to its Liquid Mix™ offering. The solution combines Meridian’s open-source marketing mix modeling framework with Circana’s first-party data, AI capabilities and deep measurement expertise. Liquid Mix™ with Meridian gives advertisers another transparent, privacy-safe way to measure marketing effectiveness, optimize media investments and connect those…

In this industry, having a sound methodology can mean the difference between the success of investment strategies and being just another manager. Since 1996, DWS has used its own proprietary valuation methodology to analyze global companies, known as CROCI. According to Colin McKenzie, Head of the CROCI Strategy at DWS, it is not merely a…

Adjust and AppsFlyer are early partners on a Unified Attribution capability that is helping brands improve return on ad spend while cutting down cost per install.

A creator campaign can be a spectacular success for the creator and a quiet failure for the brand. The content travels, fans respond, engagement benchmarks rise, and the person on screen becomes even more memorable. Weeks later, the audience remembers the face, the joke, or the moment, but not who paid for it.