LoopMe links sentiment across 35+ markets, helping marketers see global impact when paired with sales data.

AI tools need clear context and insights to improve utility and earn strategic trust.

Meta removes advertiser placement exclusions: Automation may simplify campaigns, but brands lose control over where ads run without guaranteed gains.

OpenAI's ad target is not realistic: A 90% shortfall points to ad infrastructure that still isn't ready to attract major marketing budgets.

Google builds an AI-ready measurement hub: New tagging, data flows, and geographic testing help prove marketing’s business impact.

Microsoft courts AI-era marketers: AI Max and chat-native ad formats aim to capture spend as discovery drifts from keywords to copilots.

On today’s EMARKETER Miniseries—A Blueprint to Better Measurement—we explore the appeal of Amazon not just as a sales platform but also as an advertiser, how Amazon Ads defines omnichannel metrics, and a few examples of campaigns that have performed particularly well. EMARKETER Principal Analyst Sky Canaves speaks with Kolby Capelouto, Head of Sales for Durables at Amazon Ads. Listen everywhere you find podcasts, and watch on YouTube and Spotify.

Streaming TV advertising is moving toward transparency and accountability as DoubleVerify (DV) brings Open Measurement (OM SDK), a standard in desktop and mobile advertising, to streaming environments. Expanding access to OM SDK and providing standards for transparency in streaming will enable advertisers to plan and measure streaming ad campaigns effectively—marking a major industry shift.

CMOs are confronting AI fatigue by refocusing on human creativity and trust. As automation accelerates, leaders are rebalancing efficiency with authenticity to restore credibility and performance.

Google introduced new features for Demand Gen campaigns and said it will publish monthly, newsletter-style updates to keep marketers on track with the latest Demand Gen updates. Google is moving to chip away at advertisers’ black-box concerns by adding more visibility, measurement, and testing options into Demand Gen, signaling its push toward greater transparency and control for campaign performance.

The news: Google announced an expanded use of AI to combat invalid ad traffic in a bid to help advertisers preserve budgets and maintain trust, per a recent blog post. Though Google has previously used AI to prevent invalid traffic (IVT), the company has updated its “industry-leading defenses powered by large language models,” with the goal of better analyzing ad placements, suspicious user interactions, and app and web content. Our take: By taking concrete steps to reduce IVT and address transparency concerns, Google may begin to rebuild trust with advertisers.

The news: The Trade Desk unveiled Deal Desk, a new tool to fix the inefficiencies in private marketplace buying, where up to 90% of structured deal IDs fail to scale. By automating deal creation via API and surfacing metadata like fit and availability, Deal Desk aims to save time and unlock premium inventory. Our take: As PMP spending overtakes open exchange buys, The Trade Desk is shoring up the backend infrastructure that supports this shift. Deal Desk positions the company to capture more high-value spend and offers a cleaner path to scale in a fragmented programmatic landscape.

Measurement should do more than recap results—it should help guide your next move. By aligning metrics with true campaign goals, marketers can turn insights into smarter decisions and create space for long-term growth.

Skai launches Celeste AI to streamline commerce media: Celeste combines cross-channel analysis and optimization, cutting task time from hours to seconds.

As consumers turn to social and retail media for discovery over traditional search engines, marketers face a shifting omnichannel advertising landscape. Effective strategies and the right measurement partners are crucial for optimizing cross-platform efforts and gaining holistic campaign insights.