Marketing measurement is evolving as incrementality testing, AI, and unified measurement reshape how marketers evaluate performance. New approaches are changing how marketers connect media investment to business outcomes and navigate attribution gaps.

Key Question: How can marketers improve measurement strategies as approaches become more complex, pressure for business outcomes grows, and AI changes both how measurement works and what can be measured?

Key Stat: 28% of regular US buy-side users expect to run 11 or more incrementality tests annually within one to two years as AI improves testing, up from just 8% today, per IAB and BWG Strategy.