measurement

Live from New York at Programmatic IO, the AdExchanger editorial team debriefs what ad tech’s brightest minds are saying and doing around AI and measurement.

Trevor Carr, newly appointed Head of CSA, North America at Havas, discusses data and tech consulting and AI trends.

With over $200 billion in programmatic spending on the table next year, maximizing yield is the name of the game for publishers in 2026. Capturing that opportunity demands maximum optionality across demand paths and signals. And with AI reshaping the landscape (referrals from ChatGPT to news publishers saw a 25x increase from the first half of 2024 to the first half of 2025, while traditional search traffic heads in the other direction) it is more important than ever for publishers to optimize their monetizable inventory.

Marketers having to justify their budgets is nothing new, but macroeconomic anxiety is making the stakes feel higher.

Recorded live on the Programmatic IO stage in Las Vegas, the editorial team recaps the trends that dominated our conference: marketers adopting AI and finding truth through measurement.

No one needs reminding that a recession sharpens the knife on every budget line. Yet the 2025 slowdown is arriving just as media trading itself is mutating.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

2024 was a year of hectic change for ad measurement. These are a few of the new ad attribution trends and techniques programmatic advertiser should know going into 2025.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers.