Observed Signal · Oct 2, 2026 · Market Signal · Source: Crossmedia · Impact: 2/5
Measuring What Matters at The Drum Live 2026
Never have we had more data at our fingertips, yet better measurement requires us to return to the fundamentals and bring the human element back into the equation.
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Recent verified developments and strategic activity across this market segment.
Better data begins with treating people like people
An opinion piece argues that richer data and more precise profiling have increased marketers' confidence without improving understanding of people. Examples include a 132-field data broker profile, a reported 515-page McDonald’s loyalty dossier, and alleged MSG surveillance and risk-scoring. The author calls for greater consumer participation: the ability to inspect, correct, and control inferred attributes, clearer distinction between disclosed and inferred data, and organizational candor to reduce harms. Research from MotivationMetrics is cited showing directly measured emotional needs predict behavior better than traditional demographic/behavioral signals. The article urges the industry to prioritize data agency, consent, and governance over automated inference and volume-driven profiling.
AI Deepens Marketing's Measurement Paradox, Kantar Finds
At The Drum Live, measurement experts discussed a paradox: marketers have more data than ever, yet confidence in using it is declining. Kantar previewed research showing declining confidence among 800 senior marketers globally, accelerating over the past year. AI is both a contributor and potential solution, but panelists warned that AI only works as well as the data it's fed. Fragmentation and self-serving platform metrics exacerbate distrust. The consensus favors incrementality and outcome-based measurement over last-touch attribution and surface metrics. Organizational alignment on success definitions is critical. The shift also highlights the short-term vs. long-term balance, with confidence in this balance dropped from 60% to 50% in a year. Preparing measurement systems with proper data taxonomy and C-suite ownership is essential for AI readiness.
Crossmedia Aligns Leadership Around the Next Era of Independent Growth
Entering its 27th year, the global independent media agency is sharpening its focus on growth, corporate strategy and operational discipline as it works to become the world's most trusted media agency.
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