Your website traffic might be down, but the influence is still there. AI search is changing how users discover information, and marketers are scrambling to keep up.
The long-held simplicity of last-click attribution is crumbling. In our AI-first world, this outdated model actively steers marketers toward demonstrably bad decisions, rewarding the wrong work and hiding true influence.
Forget the moonshot AI dreams. At POSSIBLE 2026, ad industry heavyweights got down to brass tacks, dissecting how AI is *actually* changing the game right now.
The siloed approach to marketing measurement is crumbling. AI is the architect of this new, interconnected reality, revealing the true, often hidden, impact of channels like paid social on your core PPC efforts.
Attribution models determine how credit for conversions is assigned to marketing touchpoints. Here is how the major models compare and when to use each.
Outdated tracking? You're guessing on ad spend. Unify data now to measure true impact amid privacy chaos.
Media mix modeling and multi-touch attribution take fundamentally different approaches to measuring advertising effectiveness. Understanding when to use each method is essential for accurate measurement.