AI will touch every stage of marketing mix modeling (MMM), from cleaning data and building models to translating complex findings into plain English. But speed and automation alone won't make measurement more valuable. The bigger opportunity is using AI to help marketers get from measurement to decisions, and ultimately action, while keeping humans in the loop. ROI is one of the biggest reasons marketers turn to MMM. Focusing too narrowly on it obscures the rest of the value measurement provides.

For the modern B2B marketer, the AI revolution can often feel less like a streamlined future and more like a high-stakes construction experiment.

Advertisers and agencies are shifting budgets to independent mobile partners, choosing transparency over the reach of “walled garden” tech giants. Nearly two-thirds (63.9%) of marketers at brands and agencies said they reallocated mobile advertising budgets from walled garden giants to independent partners in the past 12 months, according to a new survey conducted by EMARKETER in collaboration with Datum Intelligence. The independents are gaining share in a market that is still expanding. US in-app mobile ad spend is expected to grow 12.0% in 2026 and reach $235.10 billion next year, per EMARKETER’s forecast.

Commerce media has planted deep roots in Spanish-speaking Latin America (SPLA). Between 87% and 94% of marketers in Mexico, Argentina, Chile, Colombia, and Peru surveyed plan to increase their commerce media investment over the next 12 months, according to new research conducted by EMARKETER for Google.

Advertising platforms are becoming easier to use, yet performance gains remain elusive for many marketers. As AI evolves, attention is shifting from automation to the systems driving decision-making.

Santander credits AI with $40 million in Q1 value, turning fraud prevention, service, and operations tools into measurable returns.

Insurers gain trust when pricing and underwriting insights reach agents and customers in real time.

Women’s sports deliver standout ROI: Faster audience gains and 40% higher ad impact make them a cost-efficient play.

A direct mail expert identifies optimization opportunities for banks’ direct mail programs.

US ad market cools in March: The 2.8% gain trails February’s spike as energy shocks, tariffs, and fewer tentpole events curb spend.

Google considers Gemini ads: After ruling them out, Google eyes chatbot ads to offset AI costs and prove Gemini can rival ChatGPT for budgets.

It’s a cost-effective way to resonate with customers at the beginning of their banking journeys.

Reddit monetizes trust at scale: Q1 revenues rose 69% to $663 million, with ad revenues up 74% as authentic conversations drive performance.

Security and privacy concerns top the list of infrastructure barriers to agentic commerce adoption at 42.5%, edging out data quality/readiness (40.2%), according to a December 2025 survey from Logicbroker.

In-store retail media is moving beyond pilot programs and becoming a strategic priority for major brands, with leading consumer-packaged goods (CPG) companies now operationalizing campaigns across budgets, teams, and measurement frameworks to reach shoppers where most purchase decisions are made.

Publicis' AI-led growth and new business wins show resilience in a challenging macro environment.

Content marketing is at an inflection point. AI tools have made it faster and cheaper to produce content at scale, but the resulting flood of material creates challenges on marketers' highest-earning channels.

As retail media networks use different attribution models, it’s becoming harder for advertisers to compare performance across platforms. Incrementality offers a clearer view of which investments are truly driving growth.