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    2026

    1 prediction
    1. Jan 13, 2026Too early to tell.Peter Adams
      “Data transparency and ownership will be key as AI complicates challenges that marketers already face around ad visibility and efficacy, especially amid the rise of zero-click search and AI-powered bots and agents that could muddy measurement waters.”

      This prediction is about a future state in 2026, and it is currently impossible to verify if the 'muddying of measurement waters' has clearly occurred yet to the extent predicted.