Marketers Shift Focus to Measurable Business Results in Advertising

Marketing organizations are moving away from measuring success by inputs such as reach and impressions. They now track direct links between advertising activity and revenue outcomes.

Artificial intelligence is shortening the time between campaign launch and optimization. Creative elements can now be adjusted while campaigns remain active rather than after they end. Todd Parsons, Chief Product Officer and President of Performance Media at Criteo, said automation allows decisions that once occurred after a campaign to happen during it.

A survey by Prosper Insights & Analytics found that 54 percent of generative AI users employ the technology for search. Thirty percent of users already use generative AI to shop for products and services. Albertsons reported that customers using its Ask AI shopping assistant produced a 10 percent increase in basket size.

Consumer journeys now span retail media networks, social platforms, connected television, search, and marketplaces. Closed systems on major platforms optimize within their own environments but limit cross-channel visibility. Parsons said marketers must connect performance signals across platforms because gains in one channel can be offset by inefficiencies elsewhere.

Criteo GO is an AI-powered platform that unifies display, video, native, and social advertising for small and medium businesses. The tool enables campaign setup in minutes and uses generative AI to adapt creative formats and adjust spending in real time.