From attribution challenges to AI-driven optimisation, 2025 reshaped how brands measure effectiveness and plan for growth in the evolving digital landscape
As digital ad spend climbs, marketers grow sceptical of performance dashboards due to AI opacity, attribution fatigue and ad fraud inflating metrics.
After a breakout 2025, retail media is set to evolve from a performance channel to a strategic core, redefining how brands plan, measure and connect...
.jpg)
Attribution metrics, once the gospel for campaign success, are now increasingly regarded as approximations, explain experts
An all-encompassing strategy, intertwining technology, communication, and oversight, is imperative for advertisers to safeguard their digital investments, say industry experts