UK marketers urged to fix mobile measurement before relying on AI for ROI
Overview
TechRadar's article argues that UK marketers need mobile-grade measurement before AI can deliver return on investment, and says AI will scale weak measurement frameworks rather than fix them.
The author cites IAB UK's forecast that UK digital ad spend will reach £45 billion this year, with mobile accounting for over two-thirds of it. The article also cites research with EMARKETER finding that 58.6% of marketers believe their organizations underinvest in profitable channels because those channels require better measurement.
Written by AI from the articles below · updated Oct 28, 6:58 AM ET
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- TechRadar · AINewsUK marketers need mobile-grade measurement before AI can deliver ROI
AIIAB 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.
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