Marketers Link AI Coordination to Stronger Results
A StackAdapt survey of 885 senior marketing professionals finds AI-driven media coordination is tied to clearer performance measurement.
Updated on Nov. 4, 2026 in Advertising
StackAdapt surveyed 885 senior marketing and advertising professionals across the UK, Germany, France and Spain on how they coordinate an expanding range of media capabilities. Marketers reporting significantly stronger year-on-year performance were more confident in linking ad investment to results.
Why it matters
Advertisers face tougher economic conditions and greater pressure to sync media channels, while AI's growing role in campaign execution adds decisions and dependencies to the media mix. The findings suggest performance may increasingly depend on a clearer framework for interpreting results and coordinating investment.
Among 885 surveyed marketers, 83% have added channels to their media mix over the past two to three years, yet just 7% report a fully unified measurement strategy. Connected customer data separates results, with 58% of top performers holding more of it compared with 44% of other respondents.
The players
StackAdapt
StackAdapt is a programmatic advertising platform that publishes industry research on media buying and measurement.
The details
The survey asked how marketers respond to a widening set of media capabilities and the need to coordinate them. The report identifies four priorities: connecting customer data, coordinating execution across channels, establishing trusted measurement practices, and aligning teams and workflows.
Timeline
Over the past two to three years, marketers have steadily added channels to their media mix.
November 4, 2026: StackAdapt publishes its State of Programmatic Advertising 2027 report.
Next year, the four priorities are presented as foundations for managing growing complexity.
Market Landscape
The findings extend the programmatic advertising research StackAdapt has published in its State of Programmatic Advertising series, which tracks how buyers manage automated media. They show competitive advantage increasingly rests on coordinating channels and data rather than adding more of them.
Marketers who connect customer data and align measurement practices may see clearer links between spending and results. Teams without unified measurement frameworks face growing difficulty interpreting performance across a larger set of channels.
The takeaway
Connecting customer data and agreeing on how results are measured appear to be the most practical steps for managing growing media complexity. Teams that align these foundations early are better positioned to interpret what their spending delivers.
What happens next
StackAdapt's State of Programmatic Advertising 2027 report, scheduled for November 4, 2026, is expected to expand on these coordination and measurement priorities.
Further reading
For broader context on how brands buy and measure media, explore Advertising coverage.
Source note: This article includes information reported by Advanced-television.
