# UK marketers need mobile-grade measurement before AI can deliver ROI

> Original title: Why UK marketers need mobile-grade measurement before AI can deliver on ROI

- Source: TechRadar · AI
- Published: 2026-10-28T10:06:17.000Z
- Bad Influence: https://badinfluence.news/items/wgsa8hir883dg47canbkqwyby
- Original: https://www.techradar.com/pro/why-uk-marketers-need-mobile-grade-measurement-before-ai-can-deliver-on-roi

## Summary

IAB UK forecasts UK digital ad spend will reach £45 billion this year, with mobile accounting for over two-thirds, according to the article. The author argues that AI will scale weak measurement frameworks rather than fix them, and that marketers should treat measurement as infrastructure. Research with EMARKETER found 58.6% of marketers believe their organizations underinvest in profitable channels because those channels require better measurement.