AI accelerates measurement, but marketers still seek a full picture

As marketing enters a new era driven by data, experimentation, and AI, the industry faces both promise and paradox. While tools for advertising measurement are more sophisticated than ever, a complete and unified view of return on investment (ROI) remains elusive.

This is the core tension addressed in The Future of Measurement 2025. It is the latest forward-looking report from WARC, released as part of its Evolution of Marketing program. The report explores three critical shifts shaping the measurement landscape: the surge in marketing experiments, the strategic focus on price measurement, and the expanding role of AI in creative testing.

1. The experimental mindset gains ground, but needs maturity

Marketing experiments, once seen as the domain of tech-savvy or well-resourced firms, are now becoming mainstream. In just one year, the share of marketers using experiments has doubled from 18% to 36%, according to WARC. These experiments, especially incrementality testing on social and retail platforms, allow marketers to understand causality. Also, they help evaluate the actual lift generated by their campaigns.

However, while adoption grows, sophistication still lags. Many advertisers struggle with setting clear hypotheses, defining success metrics, or designing tests that yield actionable insights. As WARC notes, platform lift tests often lack the necessary transparency or cross-channel comparison capabilities. Experiments, therefore, must be seen not as standalone tactics but as part of a broader measurement and learning culture.

Takeaway: Experimentation is valuable, but only when integrated with other methodologies and structured with strategic intent.

2. Pricing power: The overlooked ROI multiplier

In an environment of inflationary pressures and shifting trade dynamics, pricing power, the ability of a brand to sustain higher prices without losing customers, is emerging as a key profitability driver. Strong brands are more resilient to price hikes. Advertising’s long-term contribution to brand strength is central to...