Marketing measurement is entering a new phase of speed and precision. InMarket’s Michael Della Penna told EMARKETER that marketers are moving beyond static reports toward real-time insights—fusing marketing mix modeling (MMM) and multi-touch attribution (MTA) to understand what drives incremental sales as campaigns run. AI-powered models now forecast lift, optimize spend, and connect awareness to conversion through unified platforms. With 56% of marketers prioritizing sales lift and nearly half investing in MMM, the focus is clear: decision speed over dashboards. InMarket’s end-to-end system exemplifies this shift, reframing measurement as a continuous feedback loop rather than a quarterly report.

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.

As advertisers demand clearer evidence of campaign effectiveness, retail media networks (RMNs) are investing in advanced attribution tools. Loblaw Advance, the retail media network of Canadian retailer Loblaw Companies Limited, is taking this step with its new multi-touch attribution (MTA) solution.

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.

Incrementality has always been the holy grail of retail media. But lately, it’s taken on greater importance as ad budgets are squeezed and retail media networks (RMNs) fight for their share of ad dollars.

By 2026, nearly 30% of US consumers’ average retail spending (excluding food and beverage sales and ticketing) will be made using proximity mobile payments, as providers look to build on the pandemic-driven adoption of the technology.

Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

Here’s how publishers are developing and expanding their ecommerce monetization strategies, and how brands and retailers can partner with them to drive purchases in the affiliate channel.

Attributing revenues to marketing touchpoints is one of marketers’ most challenging yet vital tasks. Read on to learn how marketers are approaching the journey to holistic attribution.

The US has been relatively late in introducing contactless cards, which are credit or debit cards that include a near field communication (NFC) chip that can complete a transaction simply by tapping on a reader. But those cards are starting to arrive in the US now that most point-of-sale (POS) systems have the NFC capabilities to accept them.