measurable-outcomes

Consolidation over experimentation: Brands rethink adtech as FY26 closes

adtech?blur=25

Industry observers share test cycles have become much tighter and platforms are now expected to demonstrate incrementality or measurable outcomes quickly, with most rationalising technology stacks

Shantanu David Apr 7, 2026 8:56 AM

Could multiple retail media networks thin out brand budgets?

retail media networks?blur=25

With rising discovery costs, retail media budgets will likely move toward platforms that deliver measurable outcomes, brands will become more selective and focus on clear results

Shantanu David Mar 30, 2026 8:22 AM