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

Beyond the chart:

• 27.6% of US brand and agency marketers found MMM to be the most reliable marketing measurement methodology, according to the same July survey from EMARKETER and TransUnion.
• Multitouch attribution (MTA) (19.4%) and unified, holistic measurement solutions (18.9%) came in second and third, respectively, in this survey.

Use this chart: With an increasingly fragmented digital environment, brands and agencies are looking for dependable measurement solutions, especially as marketing teams come under more pressure to prove ROI.

Related EMARKETER reports:

• Ad Measurement Trends H1 2025 (EMARKETER subscription required)
• Influencer Marketing Measurement 2025 (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.