Influencer marketing has evolved into a booming global industry, but with that comes challenges around measurement and accountability. Download our, “
Influencer Marketing for ROI,” to find out how to link influencer activity to real business outcomes. |
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JULY 16, 2025 |
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Which brand’s latest ad campaign was shot inside a "classic" shopping mall? |
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A) American Eagle B) Auntie Anne’s C) Jamba Juice D) Pacsun |
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TOP STORY |
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Privacy regulations are mounting. Signal loss is accelerating. Omnichannel advertising has become impossibly complex. These forces are driving marketers back to MMM for holistic, privacy-safe measurement. |
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49% of marketers worldwide currently use MMM, according to September 2024 data from Supermetrics.
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56% of US ad buyers will focus at least somewhat more on MMM in 2025, according to December 2024 data from the Interactive Advertising Bureau (IAB).
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61.4% of US marketers want better/faster MMM and 30.1% believe it's the type of measurement best at identifying drivers of business value or outcomes, according to July 2024 data from EMARKETER and Snap Inc. |
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Platforms like Meta and Google have embraced this resurgence by launching open-source MMM tools (Robyn and Meridian, respectively) to democratize access to advanced measurement techniques. |
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IN THE NEWS |
Nearly 40% of video ads will use genAI by 2026, says IAB. 22% of video ad creative was either built or enhanced using generative AI in 2024—a figure expected to nearly double (39%) by 2026, according to the IAB’s newly-released 2025 Digital Video Ad Spend Report. Read online |
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Other headlines: |
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The Trade Desk lands in S&P 500, eyes open web growth. The Trade Desk (TTD) is set to join the S&P 500 on Friday, July 18, replacing software firm Ansys following its acquisition by Synopsys. Read online
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Big Tech’s tightening bulk email rules are putting the squeeze on marketers. Big Tech is cracking down on high-volume email. Gmail just empowered users to unsubscribe in bulk, Google and Yahoo began enforcing strict sender rules for anyone dispatching over 5,000 emails a day in February 2024, and Microsoft followed suit in April, per MarTech. Read online | | | |
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ANALYSIS |
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Shoppers worldwide are flocking to online marketplaces and social commerce for convenience, variety, and competitive pricing. While price remains key, brand trust is becoming a major factor in certain markets. As these platforms drive discovery and sales, brands must adapt to stay competitive. |
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Here are three ways digital shopping habits are evolving among consumers worldwide. |
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PODCAST |
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On today’s episode, we revisit our 2025 predictions, including GenAI’s influence on business growth, China’s ecommerce disruptors, and the squeeze on retail media networks. Tune in on Apple Podcasts, Spotify, YouTube, or wherever you listen to podcasts. Follow us on Instagram. “Behind the Numbers” is made possible by Quad. |
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