The New Era of Paid Social Measurement

The DL: Brands are rethinking paid social measurement as privacy changes and signal loss make hyper-precise targeting and attribution less reliable. Instead of relying solely on platform metrics, marketers are turning to broader methods like incrementality testing and media mix modeling (MMM) to better understand true business impact. The focus is shifting from short-term precision to more accurate, cross-channel measurement that proves real ROI.

Advertising's Next Act

The DL: A major theme is the expanding role of AI: by 2026, AI will not only optimize campaigns behind the scenes but will also act as a true copilot, analyzing massive volumes of data in real time to help advertisers reach the right consumers at the right moment. The market anticipates new ad opportunities within AI‑powered chatbots, where users could receive personalized offers during conversational interactions. Another major shift discussed is the rising value of first‑party data; with continued movement away from third‑party cookies, brands with strong data collection and activation capabilities will gain a significant competitive edge. Finally, the accelerating migration from linear TV to connected TV and OTT, with CTV spending expected to surpass $37 billion in the U.S., reinforcing CTV as a core channel for engagement heading into 2026.

How Marketers Are Really Using AI Today

The DL: At Digiday Media’s recent AI Marketing Strategies event in New York City, brand, agency, and tech leaders shared candid insights on how AI is actually being used in marketing today—moving past hype toward practical application. Conversations centered on the importance of training teams to use AI intelligently, balancing automation with human judgment, and avoiding overreliance on tools without oversight. Attendees discussed real challenges like internal friction over AI expectations, the need for fact-checking and mentorship, and smart experimentation that aligns with brand goals. Panels also explored emerging tactics in nontraditional platforms, nano creators, and optimized workflows, underscoring that while AI can dramatically accelerate work, the human touch remains essential to quality and strategic impact.

MediAI Minute

Manus AI Comes to Meta Ads Manager

DL: Meta has rolled out Manus AI directly into its Ads Manager, letting advertisers access the AI tool within the ad platform’s interface rather than separately, with prompts appearing in-workflow and all advertisers able to find it under the “Tools” menu. Manus, which Meta recently acquired, is built to handle tasks like report building, audience research, and other campaign work that previously required manual effort. For advertisers, this means potentially faster insights and streamlined workflows, as AI can automate and accelerate tasks that once took significant time. Meta’s aim with this integration is to show clear value from its AI investment by tying these capabilities to improved ad processes and performance. Understanding and testing this tool now is important for advertisers because it may offer a competitive edge through efficiency and optimization that others aren’t yet using.