Supermetrics

Run an AI Adoption Audit Before Budgeting

The article recommends marketing leaders run an AI adoption audit before their next budgeting cycle to understand where different functions and individuals sit on an AI maturity spectrum. It summarizes recent industry benchmarks (Salesforce, Supermetrics, Adobe, Carnegie Mellon/Accenture) showing widespread AI experimentation but low enterprise-scale returns, and presents a seven-waypoint "terrain map" (from Confusion Zone to Hyperadaptive Future) with diagnostic questions to locate teams. The author argues that budget decisions are better informed by a function-level maturity readout and suggests three planning questions to identify investment priorities and address bifurcation across the team.

Week in Charts: YouTube Ads, Netflix, Women's Sports

This Week in Charts roundup (VideoWeek, 2026-04-21) highlights recent media and marketing data: Tinuiti found skippable in-stream ads accounted for 63% of YouTube video ad spend in Q1 2026 while Shorts made up 18% of YouTube spend; Deloitte forecasts women’s elite global sports revenues will top $3 billion in 2026 (up from $2.41 billion in 2025) with sponsorships, matchday and broadcast deals driving growth; a YouGov survey shows strong European public support for social media bans for under-16s (France 79%, UK 76%, Germany 74%, Italy 70%, Spain 68%, Poland 53%); and a Supermetrics marketer survey reports 55% of marketers worry about budget cuts, with 46% considering personnel reductions and 36–37% eyeing agency fees, events and paid media. The piece also notes recent stock moves for Stagwell, Netflix and Future and summarises broader tech market context.

Paapi Launches Privacy-First Ad Measurement Without Cookies

Paapi, a UK-based early-stage startup, has closed its pre-seed funding round and is building a privacy-preserving ad measurement platform. The company aims to help advertisers understand cross-channel performance without relying on third-party cookies by using a hybrid approach that combines probabilistic tracking with consented deterministic data and a mix of privacy-enhancing technologies, including Sandbox APIs. Most data collection occurs on-device, linking paid clicks and impressions to sales and ad spend through direct integrations with ad platform APIs. Founders Dan Hesmondhalgh and David Tam—former Relay42 colleagues with Privacy Sandbox testing experience—believe the platform can activate audiences to control CPA by suppressing exposures on Meta, Google, or display inventory when targets are at risk. Paapi plans to broaden its PET toolkit to include Apple’s AdAttributionKit, Safari’s Private Click Measurement, and Interoperable Private Attribution (Meta–Mozilla proposal), and continues product road mapping, hiring, and roadmap development.