Key stat: Nearly half (46.9%) of US brand and agency marketers plan to invest in marketing mix modeling (MMM) over the next 12 months, according to July data from TransUnion and EMARKETER.

Beyond the chart:

• 27.6% of US brand and agency marketers say MMM is the most reliable marketing measurement methodology, based on the same data.
• To improve their measurement efficiency, 50.0% of US and brand and agency marketers are adopting AI and machine learning to automate reporting, found EMARKETER and TransUnion.

Use this chart: Rethink your attribution toolkit. MMM and incrementality testing offer a privacy-safe path forward. For agencies, aligning with clients on diversified measurement strategies can boost trust and budgets.

Related EMARKETER reports:

• Ad Measurement Trends H1 2025 (EMARKETER subscription required)
• Infopack: AI in Marketing (EMARKETER subscription required)

Methodology: Data is from the September 2025 TransUnion and EMARKETER Survey "Marketing Measurement Confidence." 196 US marketing professionals were surveyed during July 2025. Among those surveyed, 112 were from an advertising agency, 84 were at a B2B or B2C company, and 167 were personally involved with ad placements or ad buying at their organization.