The ad industry has reached a tipping point in its approach to measurement, shifting from a slower, siloed approach to one that’s more dynamic and allows advertisers to shift their spending more quickly than they had in years past.

Privacy regulations are mounting. Signal loss is accelerating. Omnichannel advertising has become impossibly complex. These forces are driving marketers back to MMM for holistic, privacy-safe measurement.

GenAI search is gaining traction, but not all consumers are seeking out the conversational experiences that will eventually disrupt the search ad market.