The short version

Ari Paparo predicted on October 6, 2024: “If Ari Paparo had one piece of advice for everyone looking to buy ads today it would be to stop putting so much faith in measurements and look for other (read: cheaper) opportunities. I think it's very possible that will be the outcome. I would say 75% is my current estimate.” Verdict: Partially…

Prediction by

Ari Paparo

On October 6, 2024

“If Ari Paparo had one piece of advice for everyone looking to buy ads today it would be to stop putting so much faith in measurements and look for other (read: cheaper) opportunities. I think it's very possible that will be the outcome. I would say 75% is my current estimate.”

Follow-up

While outcome-oriented, cheaper attention channels have grown, and AI-driven modeling is replacing traditional attribution, most large buyers still invest heavily in measurement tooling and analytics. The core behavioral shift of broadly reducing 'faith in measurements' has not materialized at scale.

From the High Caliber AI network — see the AI for PR module in the course.