Marketers still struggle to measure ad spend effectiveness

2026-04-29

Marketers at the Possible conference said they remain frustrated by the challenge of measuring ad spend effectiveness. Sandra Abla of CAVA highlighted the difficulty of explaining why certain campaigns fail to drive incremental sales, a challenge echoed by Nicole Lesinski of Nestle and Marissa Solan of Haleon. Anna Johnson of Molson Coors noted that connected TV buys often deviate from plan due to algorithms favoring easily scalable inventory, necessitating human oversight.

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