AI, Connected Ecosystems, and the Future of Marketing ROI
IAB Europe6h ago·1 min readStrategy & Trends
AI Summary
A recent IAB Europe roundtable with TikTok explored how an AI-first, interconnected marketing ecosystem is reshaping ROI measurement. Leaders discussed the blurring lines between paid/organic, brand/performance, and creators/commerce, emphasizing a shift from linear funnels to a more fluid consumer journey.
⚡ Marketer Insight
The traditional marketing funnel is obsolete; AI is driving a holistic consumer journey where discovery, engagement, and purchase are intertwined. Marketers must adapt measurement and strategy to this interconnected, AI-powered reality to effectively demonstrate ROI.
#ai in marketing#roi measurement#connected ecosystem#consumer journey
Original article
IAB Europe