Key stat: 40% of US paid media marketers invested additional resources in audience research and segmentation to improve campaign performance, just ahead of AI tools for paid media (39%), according to a May survey from Unbounce.

Beyond the chart:

• Marketers see audiences as their biggest performance lever. Half (49%) of US paid media marketers say tightening audience targeting is the most effective way to optimize spend, according to Unbounce.
• Meanwhile, AI budgets are shifting toward the data that feeds the tools. Some 42% of CMOs worldwide rank data as a top AI investment priority this year, up from 30% in 2025, according to Boston Consulting Group.

Use this chart: Drop this chart into your next budget meeting when AI tools start crowding out the fundamentals. It shows peers still fund audience research first, with AI and creative close behind. Use it to argue that sharper audience data makes every AI and creative dollar work harder.

Related EMARKETER reports:

• Marketing Data Trends 2026 (EMARKETER subscription required)
• Contextual Advertising Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the July 2026 Unbounce report titled "The State of Paid Media ROI: 2026 Research Report." 304 paid media professionals in leadership and non-leadership roles in the US were surveyed online during May 2026. All findings are reported at the 95% confidence level.