# Measurement investments haven’t simplified ad decisions Marketers are failing to fully leverage the potential of measurement tools. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-13 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/93b35128-3d3b-4bd8-aa68-233208d1aabe ## Impact of measurement investments Marketers are struggling to fully benefit from their significant investments in measurement tools. According to a new report by Ebiquity and the World Federation of Advertisers, only 15% consider measurement data a primary factor in budget decisions. ## Organizational hurdles The report suggests marketers lack the organizational rigor and speed needed to realize the potential of measurement tools. As decision-making cycles compress, insights often arrive too late to act upon. ## Challenges of new channels Investments in channels like retail media, connected TV, influencer marketing, and AI-powered search are outpacing the infrastructure designed to measure their performance. ## Automation efforts Marketers are turning to automation, but 67% rate their maturity in this area as low. Automation plays a critical role in speeding up decision-making processes. ## Misalignment with CFOs There is a disconnect between marketers and CFOs on the definition of marketing effectiveness. Only 14% of companies report alignment between these two groups. ## Future competitive advantage As new channels emerge and scrutiny of marketing investments intensifies, the ability to turn evidence into action could become a defining competitive advantage for modern marketing organizations. ## Sources covering this story - https://www.marketingdive.com/news/measurement-investments-havent-simplified-advertising-decisions-report/824957/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._