Our eighth annual study highlights the latest trends in marketing measurement and attribution for 2024. Marketers have shown increased economic optimism in the first quarter, though this has not translated into higher media budgets. Instead, there is a stronger emphasis on achieving measurable outcomes, with fewer companies prioritizing reach.

In this changing environment, frustration with measurement and attribution (M&A) capabilities remains a significant issue, so elevating the perceived value of M&A within organizations is critical. Media fragmentation has complicated the integration of various measurement tools, forcing marketers to "patch" together solutions for a comprehensive view. As a result, 80% of marketers are dissatisfied with their ability to reconcile results from different tools, while two-thirds of marketers worry about building long-lasting solutions in this ever- changing environment.