As advertising gets more complex and more budgets are sent into walled gardens, advertisers are increasingly turning to established tools such as marketing mix models to make sense of it all. But more advertisers are now doing it with a fresh approach that prizes speed, responsiveness, and agility. And they are doing it in numbers that compel vendors and media sellers to reassess their own way of doing things.

Key Question: How are advertisers’ approaches to ad measurement evolving?

Key Stat: Over the next 12 months, 7 of 8 US marketers will invest more money in one of these five measurement methodologies.