Navigating True ROI in AI-driven Marketing

This chapter explores the transformative effects of AI on media planning and purchasing, focusing on the challenges of diminishing audience identifiers. It emphasizes the need for a balanced approach between traditional methods and AI-driven strategies to achieve a true understanding of marketing ROI, moving beyond simplistic metrics. Additionally, it introduces FutureSight, a measurement tool designed to consolidate data and enhance the analysis of ad effectiveness and sales impact.