Growth / Media · US

Growth / Media

What do enterprise and scale-up marketers demand when they decide on media budget, measurement and performance?

United States. Updated 25 Sep 2026.

Confidence reflects how broadly independent marketers and sources across all regions support a demand.

Where each demand sits: emerging to mainstream

Left to right, how far each marketing technology has spread among businesses; higher up, how strongly marketers in this list ask for it.

ranked demandscored, not rankedlist mediancolour: emerging to mainstream

Not plotted: demands whose maturity is still to be measured and early signals

Maturity still to be measured (scored; an external usage rate or stage is still to come): Agency report verification, Ad attribution gap checker, Targeting automation control audit, Ad performance drop diagnosis, Marketing mix modelling.

Early signals (tracked, not yet scored): Campaign execution and optimisation automation (early majority), Traditional and untaggable media impact measurement (early majority), Agency-to-in-house transition and media operating model choice (early majority), B2B niche decision-maker targeting (early majority). Maturity still to be measured for: Ad data inside AI assistants, Ad platform change impact tracker, Ads benchmarks by channel and vertical, Brand safety and suitability verification, Budget pacing and overspend control, Campaign decision history, Campaign setup pre-flight audit, Campaign waste and marginal return finder, Media plan generation and plan workflow, Online-to-offline store sales impact measurement, ROAS calculator.

How to read

Horizontal: how far a marketing technology has spread among businesses, from external research only (independent studies and research run by large brands), never from the score. Innovators = under 2.5% of businesses use it, early adopters 2.5-16%, early majority 16-50%, late majority over 50%; a measured usage rate sits inside its band, a stage without a rate at the band centre. Left of the divide is an early market.

Vertical: Demand Strength score. In demand = scoring above the median of this list (ranked and not ranked demands; the dashed line).

Areas in this list, including demands not plotted: Established & in demand · Mature & quiet · No maturity data yet. The cards use the same area names.

Sort by

1 (1-2)

Agency report verification

Checks the agency's monthly numbers and "it went well" against the brand's own platform and store data, independently of the agency.

High confidence

Market: maturity unknown

68.9 Demand Strength

Voice65

Research100

Intensity21

Budget30

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Independent research
Budget signals

Drawn from trade press, LinkedIn and industry research.

Where marketers voice itVoiced in US, EMEA and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Research

90% of client-side marketers say their top concern is whether agency-recommended principal media is truly in their best interest (up from 79% in 2024); only 57% have guidelines governing…
ANA, The Continued Acceleration of Principal Media (and the importance of proper governance), 2026 · n=114
54% of B2B marketing leaders say data strategy and AI readiness are important in agency selection, yet only 10% are satisfied with agencies’ ability to execute
Forrester, Forrester's 2026 B2B Brand And Communications Survey (report: B2B Brand And Communications Agencies Fail To Meet The AI Needs Of Marketers), 2026 · other markets

problem
What initially looked like a reporting problem turned out to be partly an execution problem too. Work that had been produced wasn’t consistently reaching market. Older assets were still carrying significant delivery.
Marketing leadscale-up edtech company
United States · LinkedIn · Aug 2026 source withheld
problem
We were significantly increasing our investments in digital media, but we didn’t have transparency on all of the fees that we were paying.
Media and Marketing Analytics Leadenterprise consumer goods maker
United States · Trade press · Jul 2026 source

Research

ANA, The Continued Acceleration of Principal Media (and the importance of proper governance), 2026 · n=114 · Link
90% of client-side marketers say their top concern is whether agency-recommended principal media is truly in their best interest (up from 79% in 2024); only 57% have guidelines governing principal media

More studies were reviewed for this demand.

Market maturity

Stage unknown · usage rate not measured

Sources

ANA, Principal Media Governance research 2026, 2026 · Link

2 (1-2)

Incrementality and lift testing (iROAS)

Turns the ROAS a platform reports into incremental ROAS with a holdout or geo test, so the buyer knows which sales happened because of the ads.

High confidenceStrong evidence: global

Market: late majority · 52% useEstablished & in demand

66.5 Demand Strength

Voice90

Momentum60

Intensity20

Budget63

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
News momentum
Budget signals

Drawn from trade press, LinkedIn, podcasts, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA and APAC

Intensity (all regions)interestproblemlooking for a solution

Momentum

falling

-50% search interest, last 13 vs previous 13 weeks (Google Trends: US)

Research

68% of US buy-side regular incrementality test users say their incrementality approach does not produce reliable/consistent results very well
IAB (fieldwork by BWG Global), State of Data 2026: The AI-Powered Measurement Transformation, 2026 · n=292 · sponsored by Dstillery, OptiMine (Uptempo)

looking for a solution
"Incrementality doesn't replace attribution. It verifies it... Dr. …
VP of Growthscale-up DTC wellness brand
United States · LinkedIn · Dec 2025 source withheld
problemreported
[..] (Brand President) explains how they tested Meta’s impact by turning it off, how they think about LTV in a low-frequency category
Brand Presidentscale-up DTC home brand
United States · Podcast · Apr 2026 source

Market maturity

Late majority · 52% use today, 36% plan in 12 months · medium confidence

Sources

The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Highlights and Insights Report, 2026 · Link
TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
Snap and EMARKETER, EMARKETER + Snap measurement survey (July 2024), 2024 · run by Snap and EMARKETER · Link

3 (3-4)

Ad attribution gap checker

Shows the gap between the conversions Meta, Google or TikTok report and what GA4, Shopify or the CRM shows, with the three most likely causes.

High confidenceStrong evidence: US

Market: maturity unknown

57.4 Demand Strength

Voice82

Research58

Momentum41

Intensity16

Budget68

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Research
Search demand
Budget signals

Drawn from trade press, podcasts, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Momentum

falling

-56% search interest, last 13 vs previous 13 weeks (Google Trends: US)

Research

60% of US marketing leaders name AI-driven discovery the hardest channel to attribute; 54% say AI-driven discovery has undermined confidence in their current attribution model
EMARKETER, EMARKETER x Partnerize AI discovery attribution survey, 2026 · n=100 · sponsored by Partnerize
72% of US buy-side attribution users say their attribution approach does not capture performance across all channels very well; 72% say it does not produce reliable/consistent results very…
IAB (fieldwork by BWG Global), State of Data 2026: The AI-Powered Measurement Transformation, 2026 · n=315 · sponsored by Dstillery, OptiMine (Uptempo)

looking for a solution
There will be a deep dive on the role of creators and influencers, a deep dive in the role of retail media and commerce, and finally, a huge understanding of alternative models on how you drive all of that into attribution in terms of sales and transactions,
CMOenterprise beverage company
United States · Conference talk · Sep 2026 source
problem
One of the most eye-opening findings is how much traditional last-click reporting undervalues awareness and interest channels,
CMOscale-up pet-tech brand
United States · Podcast · Jul 2026 source
interest
[show notes] "Move beyond platform-native reporting and make attribution decisions you can defend internally... they unlocked +19.7% more revenue and a >500% RO[I]."
Brand-side marketerenterprise food manufacturer
Global · Podcast · Jul 2026 source withheld

Research

EMARKETER, EMARKETER x Partnerize AI discovery attribution survey, 2026 · n=100 · sponsored by Partnerize · Link
60% of US marketing leaders name AI-driven discovery the hardest channel to attribute; 54% say AI-driven discovery has undermined confidence in their current attribution model

More studies were reviewed for this demand.

Market maturity

Stage unknown · 35% plan in 12 months

Sources

TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
WFA, Cross-media measurement research (North Star / Halo), 2025 · Link
Snap and EMARKETER, EMARKETER + Snap measurement survey (July 2024), 2024 · run by Snap and EMARKETER · Link

4 (3-6)

Targeting automation control audit (Advantage+, AI Max, PMax)

Shows what the platform's automation changed in targeting and placements after it was switched on, and whether it helped or hurt on your own account.

Medium confidence

Market: maturity unknown

53.6 Demand Strength

Voice58

Momentum74

Intensity16

Budget45

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
Budget signals

Drawn from LinkedIn and podcasts.

Where marketers voice itVoiced in US and EMEA

Intensity (all regions)interestproblemlooking for a solution

Momentum

falling

-23% search interest, last 13 vs previous 13 weeks (Google Trends: US)

problem
"The algorithm optimizes for the platform's definition of success (engagement, reach), not yours (the right person taking the right action)... The bigger the budget, the more 'Advantage+ tax' you're quietly paying for the convenience of letting Meta decide."
Head of Partnershipsscale-up recommerce brand
United States · LinkedIn · May 2026 source withheld
problem
"This week I caught a Performance Max campaign quietly shifting the majority of spend from search to display, driving traffic to an obscure blog post from years ago... The result? Wasted budget and time tracking down why performance tanked. …
Senior Director, Demand Generationscale-up B2B SaaS company
United States · LinkedIn · Dec 2025 source withheld

Market maturity

Stage unknown · usage rate not measured

Sources

Digiday+ Research, Digiday+ Research AI use survey (Q1 2026), 2026 · Link

5 (4-6)

Cross-channel ad budget allocation

Recommends where to move budget between channels this week, based on verified numbers rather than each platform's own report.

High confidence

single-region voice

Market: early to late majority · 50% useEstablished & in demand

50.8 Demand Strength

Voice83

Research52

Momentum23

Intensity13

Budget41

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Independent research
Search demand
Budget signals

Drawn from LinkedIn, podcasts, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Momentum

falling

-75% search interest, last 13 vs previous 13 weeks (Google Trends: US)

Research

56% of CMOs say their marketing organization lacks the budget required to deliver their 2026 strategy
Gartner, Gartner 2026 CMO Spend Survey (press release), 2026 · n=401 · multi-country sample
71.7% of marketers say ease of measurement dictates / influences how they allocate marketing budgets
Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · n=636 · sponsored by Google · UK sample

problem
"I'm the founder of a profitable DTC business with $16M+ in sales. Last month, I fired our ad agency and took over Meta myself... Their reporting was rarely actionable and the creative lived in silos so learnings weren't useful …
CEOscale-up DTC fashion brand
United States · LinkedIn · Feb 2026 source withheld
interest
[show notes] At least on TV the "wastage kind of comes free, right?" he says. "Anyone outside your target audience you don't really pay for, while on digital you pay for every single impression, even if it isn't on target."
VP, Data-Driven Marketing and Mediaenterprise consumer health company
United Kingdom · Podcast · Jul 2026 source withheld
interest
I got handed an $800K growth budget at Morning Brew and was told to find places to spend it. So we started testing: YouTube sponsorships, TikTok when it came around, sponsoring IG creators, anything that had a shot at driving newsletter subscribers at scale for our topline goals. TikTok actually worked well for us early on. …
Growth Marketing Leadscale-up media company
United States · LinkedIn · Jul 2026 source withheld

Research

Gartner, Gartner 2026 CMO Spend Survey (press release), 2026 · n=401 · Link
56% of CMOs say their marketing organization lacks the budget required to deliver their 2026 strategy

More studies were reviewed for this demand.

Market maturity

Early to late majority · 50% use today · low confidence

Sources

Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · sponsored by Google · Link
Adobe and MMA Global (via Marketing Week), Adobe + MMA Global budget survey, 2025 · run by Adobe and MMA Global · Link
TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link

6 (5-6)

Marketing ROI report for the CFO

Reduces every channel's spend and return to one shareable monthly page for the CFO and the board, with the reason behind the number.

High confidenceStrong evidence: US

Market: late majority · 59% useMature & quiet

50.1 Demand Strength

Voice73

Research51

Momentum37

Intensity10

Budget48

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Independent research
Search demand
Budget signals

Drawn from trade press, LinkedIn, podcasts, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Momentum

falling

-59% search interest, last 13 vs previous 13 weeks (Google Trends: US)

Research

55.5% of US marketing leaders feel increasing pressure from the CFO to prove the value of marketing
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Topline Report (edition 35), 2026 · n=238
71.1% of marketing teams define success differently from their CEO and CFO / see a disconnect in how effectiveness is understood
Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · n=636 · sponsored by Google · UK sample

problem
One thing I wasn't prepared for when I stepped into the CMO role is how much time you spend explaining how marketing works across the org. Over the last few years I've spent many planning cycles explaining things like: 1. Why you really can't run a paid campaign only targeting 20 individual contacts 2. …
CMOscale-up B2B software company
United States · LinkedIn · Aug 2026 source withheld
interest
"We are spending money on tokens, building all these agents, and we are either going to do things faster or drive better results - you should get a better top line or a better bottom line, or both. We have had a close partnership with the finance team to really look at how we measure that."
CMOenterprise B2B technology company
United States · Podcast · Sep 2026 source withheld

Research

The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Topline Report (edition 35), 2026 · n=238 · Link
55.5% of US marketing leaders feel increasing pressure from the CFO to prove the value of marketing

More studies were reviewed for this demand.

Market maturity

Late majority · 59% use today · medium confidence

Sources

ANA and NewtonX, The Confident B2B Marketer 2026, 2026 · Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Highlights and Insights Report, 2026 · Link
Forrester, Confidence In Marketing Measurement Is Increasing, But The Job Is Getting Bigger (Marketing Survey 2024), 2025 · Link
Marketing Week (with Kantar), The Language of Effectiveness 2025, 2025 · sponsored by Google · Link
Nielsen, Marketing ROI Blueprint 2025 (2025 Nielsen Global Annual Marketing Survey data), 2025 · Link

7 (7-7)

Retail media and marketplace ad measurement

Measures what Amazon, TikTok Shop and retailer media spend adds on top of DTC channels, when the marketplace and the ad platform each claim the sale.

High confidence

single-region voice

Market: early majority · 42% useMature & quiet

41.9 Demand Strength

Voice58

Momentum20

Intensity9

Budget93

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
News momentum
Budget signals

Drawn from trade press, LinkedIn, podcasts and industry research.

Where marketers voice itVoiced in US, EMEA and LatAm

Intensity (all regions)interestproblemlooking for a solution

Momentum

falling

-75% search interest, last 13 vs previous 13 weeks (Google Trends: US)

Research

55% of advertisers say the lack of consistent measurement standards is the No. 1 barrier to retail media success
ANA, Retail Media Measurement Standardization (ANA member report), 2026
59% of US video ad buyers have little or no confidence in the quality of CTV inventory bought through retail and commerce media networks
IAB (fieldwork by Advertiser Perceptions and Guideline), 2026 IAB Digital Video Ad Spend & Strategy Full Report, 2026

interest
You’ll own strategy for an eight-figure media investment, partner closely with brand, sales and eCommerce teams, influence senior stakeholders, and help define how we use the latest capabilities across Sponsored Ads, DSP, AMC and emerging retail media solutions to drive profitable growth.
Marketing Managerenterprise skincare company
United States · LinkedIn · Jul 2026 source withheld
interest
“Incrementality is a buzzword,” he says, “but it truly has the potential, if cracked, to make a big impact on overall P&L.”
Commercial Directorenterprise personal care brand
United States · Trade press · Apr 2026 source

Market maturity

Early majority · 42% use today, 65% plan in 12 months · low confidence

Sources

Digiday+ Research, Digiday+ Research AI use survey (Q1 2026), 2026 · Link
Gartner, Hype Cycle for Digital Advertising, 2026 · Link
Nielsen, 2025 Annual Marketing Report, 2025 · Link

8 (8-10)

Ad performance drop diagnosis

When spend or conversions fall, finds whether the cause is delivery, tracking, creative, audience, auction or a platform change, and the day it started.

Medium confidence

Market: maturity unknown

31.9 Demand Strength

Voice66

Research1

Intensity18

Budget42

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Independent research
Budget signals

Drawn from trade press, LinkedIn and industry research.

Where marketers voice itVoiced in US, EMEA and APAC

Intensity (all regions)interestproblem

Research

Campaign performance against goals slipped: 46% of CMOs exceeded campaign impact goals vs 58% a year earlier, and 20% fell short of customer acquisition goals vs 13% last year
Gartner, Gartner 2026 CMO Spend Survey (via Chief Marketer), 2026 · n=401 · multi-country sample

problem
"Every time something went wrong with our Meta ads, we lost $15,000 before anyone could fix it. We spend $5,000 a day. And it took three days to resolve a single issue …
COOscale-up media company
United States · LinkedIn · Aug 2026 source withheld
problem
With my role, I have to be as efficient with our spend as possible,
Director of Performance Marketingscale-up beauty group
United States · Trade press · Feb 2026 source

Research

Gartner, Gartner 2026 CMO Spend Survey (via Chief Marketer), 2026 · n=401 · Link
20% Campaign performance against goals slipped: 46% of CMOs exceeded campaign impact goals vs 58% a year earlier, and 20% fell short of customer acquisition goals vs 13% last year

Market maturity

Stage unknown · usage rate not measured

Sources

Forrester, AI Moves Marketing Measurement From Insights To Action (Forrester 2025 and 2026 Marketing Survey), 2026 · Link

9 (8-11)

Marketing mix modelling (lite)

Estimates each channel's contribution to sales with a statistical model.

High confidenceStrong evidence: US

Market: maturity unknown

31.6 Demand Strength

Voice53

Momentum4

Intensity15

Budget43

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
News momentum
Budget signals

Drawn from trade press, LinkedIn, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Research

54.1% say a lack of attribution/modelling data is the biggest barrier stopping their business investing in brand; 55.6% in large firms (250+)
Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · n=636 · sponsored by Google · UK sample
67% of US buy-side MMM users say their MMM does not produce reliable/consistent results very well; 61% say it is not trusted by planning and analytics teams very well
IAB (fieldwork by BWG Global), State of Data 2026: The AI-Powered Measurement Transformation, 2026 · n=287 · sponsored by Dstillery, OptiMine (Uptempo)

looking for a solution
"I'm digging into marketing mix modeling (MMM) not just as a reporting tool, but as a way to guide business decisions... should brands lean into open-source solutions or invest in fully in-house approaches?"
VP, Customer Acquisitionenterprise sports betting brand
United States · LinkedIn · Sep 2025 source withheld
interestreported
[company] VP [..] and Analytic Partners Director [..] reveal how marketing mix modeling replaced guesswork with confident investment decisions.
VP of Marketingenterprise online fashion retailer
United States · Trade press · Sep 2026 source withheld

Market maturity

Stage unknown · 54% plan in 12 months

Sources

IAB (via EMARKETER), State of Data 2026, 2026 · Link
TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
Snap and EMARKETER, EMARKETER + Snap measurement survey (July 2024), 2024 · run by Snap and EMARKETER · Link

10 (8-11)

Conversion signal health check (tracking loss, offline and CRM conversions)

Tells whether the conversions each platform receives are complete and correct after a checkout, consent or API change, and whether CRM or lead-quality signals reach the platform.

High confidence

single-region voice

Market: early majority (estimated)Mature & quiet

27.6 Demand Strength

Voice33

Momentum22

Intensity17

Budget39

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
Budget signals

Drawn from LinkedIn.

Where marketers voice itVoiced in US and EMEA

Intensity (all regions)interestproblemlooking for a solution

Momentum

falling

-76% search interest, last 13 vs previous 13 weeks (Google Trends: US)

problem
It caught that tracking parameters had been silently wiped from every live ad. I would have found that weeks later inside a broken attribution report.
Senior Director, Professional Marketingscale-up pharmaceutical company
United States · LinkedIn · Jul 2026 source withheld

Market maturity

Early majority · usage rate not measured · low confidence

Sources

Gartner, Hype Cycle for Digital Advertising, 2026 · Link

11 (9-11)

Cross-channel reporting automation and reliability

Pulls every platform's weekly numbers into one place without manual copying, and keeps working when a connector or API changes.

High confidenceStrong evidence: US

single-region voice

Market: early majority · 48% useMature & quiet

26.2 Demand Strength

Voice44

Research0

Intensity26

Budget68

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Independent research
Budget signals

Drawn from trade press, podcasts and industry research.

Where marketers voice itVoiced in US and EMEA

Intensity (all regions)interestproblemlooking for a solutionpaying

Research

Technology integration and data architecture is the biggest barrier to martech impact for 19.1%
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Topline Report (edition 35), 2026 · n=199
72% of US buyers will increase focus on cross-platform measurement in 2026, up from 64%
IAB, 2026 IAB Outlook Study (January), 2026 · n=205

problem
I used to have a bottleneck problem. My team would pull reports from Shopify, stare at spreadsheets, and then wait for someone with data skills to actually analyze what was happening. That waiting killed our speed.
CEOscale-up DTC accessories brand
United States · Podcast · Oct 2025 source
problem
Rather than one person being the 'data monkey' for the team and communicating that data up the chain
Director of Brand Marketingscale-up food and beverage brand
United States · Trade press · Apr 2026 source

Research

The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Topline Report (edition 35), 2026 · n=199 · Link
19.1% Technology integration and data architecture is the biggest barrier to martech impact for 19.1%

More studies were reviewed for this demand.

Market maturity

Early majority · 48% use today · medium confidence

Sources

The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Highlights and Insights Report, 2026 · Link
IAB (via EMARKETER), State of Data 2026, 2026 · Link
IAB (via The Drum), IAB 2026 Outlook Study, 2026 · Link
Salesforce, State of Marketing 2026 (10th edition), 2026 · run by Salesforce · Link
WFA and Ebiquity (via ANA), WFA + Ebiquity paid media measurement research, 2026 · sponsored by Ebiquity · Link
TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link

Early signals

Demands marketers are starting to raise in this region. They are tracked from quarter to quarter and are scored once enough independent marketers raise them.

Demand	Status
Ad platform change impact tracker	early signal
Campaign decision history (brand memory) Keeps what was changed, why, and what happened across ad accounts, so a new planner or a new agency can answer "what did we do last year".	early signal
Campaign waste and marginal return finder Ranks active campaigns by marginal return and shows which ones take credit for brand search or organic sales they did not cause.	early signal
Campaign execution and optimisation automation (agentic media operations) Applies bid, budget, keyword, pause and launch actions across ad platforms under the brand's own rules and human sign-off, instead of a team re-entering every recommendation by hand each morning.	early signal
ROAS calculator (break-even and true ROAS)	early signal
Ads benchmarks by channel and vertical	early signal
Budget pacing and overspend control	early signal
Ad data inside AI assistants (MCP, agents)	early signal
Brand safety and suitability verification	early signal
Agency-to-in-house transition and media operating model choice	early signal
Traditional and untaggable media impact measurement (TV, OOH, audio, sponsorship)	early signal
Media plan generation and plan workflow	early signal
B2B niche decision-maker targeting (firmographic, ABM)	early signal
Online-to-offline (O2O) store sales impact measurement	early signal
Campaign setup pre-flight audit	early signal

Growth / Media

Where each demand sits: emerging to mainstream

Ranked demands

Agency report verification

What marketers say

Research

Market maturity

Incrementality and lift testing (iROAS)

What marketers say

Market maturity

Ad attribution gap checker

What marketers say

Research

Market maturity

Targeting automation control audit (Advantage+, AI Max, PMax)

What marketers say

Market maturity

Cross-channel ad budget allocation

What marketers say

Research

Market maturity

Marketing ROI report for the CFO

What marketers say

Research

Market maturity

Retail media and marketplace ad measurement

What marketers say

Market maturity

Ad performance drop diagnosis

What marketers say

Research

Market maturity

Marketing mix modelling (lite)

What marketers say

Market maturity

Conversion signal health check (tracking loss, offline and CRM conversions)

What marketers say

Market maturity

Cross-channel reporting automation and reliability

What marketers say

Research

Market maturity

Early signals