Advanced measurement is widely used but deeply frustrating, and while AI promises relief, most marketers are still stuck deciding whether it is a breakthrough or just a faster way to be confused, according to the IAB State of Data 2026 report.
Advanced Measurement Is Everywhere, Still Not Working Well
Incrementality tests, attribution and marketing mix models are now table stakes across the buy side, yet up to 75% of marketers say these tools fall short on rigor, speed, trust or efficiency. That is a problem when budgets are tightening and CFOs would like proof that media dollars did more than create a nice dashboard. IAB’s report notes that only 39% of teams use all three approaches together, largely because integrating them is complex and time-consuming, which is a polite way of saying nobody has time for that.