New industry data shows 53% of marketers now use media mix modeling and 67% plan to increase investment — while multi-touch attribution faces an existential crisis from signal loss. Here's where MMM fits in the modern measurement stack, what's driving the shift, and what still needs fixing.
Meta is overhauling how it counts ad conversions, restricting click-through attribution to link clicks only and introducing a new engage-through attribution category for social interactions. The changes align Meta's reporting with Google Analytics and roll out in March 2026.
Backed by 33 companies including Google, Meta, Amazon Ads, and Unilever, Project Eidos is the industry's most ambitious attempt to fix fragmented measurement. The accompanying State of Data 2026 report finds 60-75% of advanced measurement users say current tools fall short.
With twelve US states requiring businesses to honor Global Privacy Control signals and seven-figure fines becoming routine, the privacy enforcement era has arrived. Here's what the 2026 enforcement wave means for ad measurement teams.
PayPal unveiled its Transaction Graph Insights and Measurement program at CES 2026, offering advertisers deterministic, cross-merchant attribution built on 430 million consumer accounts. It's the first major measurement product built entirely on verified purchase data.
After nearly five years of development and regulatory scrutiny, Google retired Topics, Protected Audience, and its Attribution Reporting API in October 2025. Third-party cookies are staying in Chrome. Here's what it means for measurement teams.
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