We've Got Receipts

    — Topic —

    Marketing Measurement

    2 receipts tracked • 100% industry hit rate

    MMM, attribution, incrementality, clean rooms.

    — Filed —

    2 receipts on Marketing Measurement

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    RECEIPT #LOU-PA

    DEC 27, 2025

    Too early to tell.

    PREDICTION BY

    Lou Paskalis
    “In 2026 the data budget line will grow faster than the working media line for the first time at most Fortune 500 advertisers.”

    FOLLOW-UP

    Q1 2026 IAB and ANA spend benchmarks show data/measurement spend up 11% YoY vs working media at 6% — directionally on track, but full-year 2026 numbers won't be in until Q1 2027.

    ORIGINAL SOURCE

    Lou's Substack
    marketing-measurementprogrammatic-adtech

    RECEIPT #BELIND

    JAN 14, 2026

    Called it.

    PREDICTION BY

    Belinda J. Smith
    “Attention metrics will move from "experimental KPI" to a default reporting line in at least three holdco trading desks during the first half of 2026.”

    FOLLOW-UP

    GroupM, Publicis Media, and Havas Media Network all rolled attention metrics into standard client reporting templates by April 2026, citing pressure from advertisers post-MFA crackdown.

    ORIGINAL SOURCE

    LinkedIn post
    marketing-measurementprogrammatic-adtech