The Future of Measurement 2025

The next 12 months in marketing measurement will be defined by a growing democratisation of tools and methods.

MMM and experiments - once considered the preserve of more advanced advertisers - are now more widely accessible. A growing portion of advertisers are beginning to embrace these techniques to measure the effects of advertising over the short- and the long-term. While at the same time reducing their dependence on faulty metrics from attribution modelling to make investment decisions.

To help marketers get to grips with these challenges, WARC has just released it's latest version of The Future of Measurement report, which dives into:

• The growth of marketing experiments
• The price measurement gap
• The rise of AI-powered creative testing

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