Over the past seven years, our annual study has consistently sought to shed light on the pivotal area of measurement and attribution, adjusting our lens to capture the dynamic shifts in the marketing landscape, marked by the proliferation of new media, the ever-complex economic environment and more recently by the advent of AI.

In our 2023 study, we uncover several noteworthy trends that deserve special attention. A continuation of the shift away from reach-based planning, practiced by only 12% of marketers today, underscored the mounting complexity of attribution needs and the escalating demand for advanced measurement tools. This shift is not stifled by the testing environment of 2023 but, intriguingly, seems to be fueled by it.

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