The news: At this week’s Marketecture conference, adtech provider MiQ’s global VP of strategy and partnerships, Moe Chughtai, said advertisers are finally breaking through the walls separating digital platforms like Meta, YouTube, and TV. In his view, the next phase of ad effectiveness depends on linking those systems through clean room technologies.

• “These tools let marketers analyze performance across platforms,” Chughtai said, “but the real value comes when brands connect their own data.” That integration, he noted, reveals how social video, streaming, and linear TV each drive outcomes—a challenge that has long complicated campaign measurement.
• MiQ has been working with agencies and holding companies to make this possible. Some, Chughtai said, are layering their proprietary data into platform clean rooms. Others are consolidating teams across search, social, and programmatic buying so they can act on insights faster.

Why it matters: After years of flying blind across fragmented platforms, marketers are finally gaining a clearer line of sight into what’s working—and moving faster to act on it.

• Advertisers have long optimized in silos, limiting visibility into true reach and return. Those walls are finally coming down, Chughtai said: “We’re shifting from reporting within walled gardens to measuring across them.”
• He noted that traditional marketing mix models, once reviewed annually, now run on one- to three-month cycles, enabling near real-time adjustments. This faster cadence lets marketers reallocate spend confidently without waiting months for recalibration.
• His point aligns with InMarket’s strategy chief Michael Della Penna, who told EMARKETER at Advertising Week New York that “measurement has become center stage” as brands fuse marketing mix modeling and multi-touch attribution to gain real-time visibility into ROI across fragmented channels.
• This shift to faster measurement cycles isn’t about chasing every new metric—it’s about building confidence in what’s working. “You can’t optimize brilliantly for the wrong KPI,” he warned, urging brands to focus on actionable, business-aligned measures rather than vanity data points.

What advertisers should do: With consumer attention fragmented across platforms, cross-channel measurement is more critical than ever. Marketers must integrate first-party data into clean rooms now to gain sharper insights—or risk falling behind.

• Integrate first-party data into clean rooms. Chughtai emphasized that the biggest results come when marketers use their own insights to enrich closed platforms’ analytics.
• Unify measurement teams. Bringing search, social, and programmatic buyers under one roof helps advertisers learn faster and act on the same performance view.
• Adopt shorter measurement cycles. Moving from annual reporting to rolling quarterly assessments keeps investment decisions timely and evidence-based.
• Choose smarter KPIs. Chughtai’s takeaway: The future of measurement depends less on collecting data—and more on knowing which data truly matters.