AdTech has never had more data, yet it has rarely been harder for brands and agencies to answer a simple question: what actually drove the result?
Clicks, conversions, and platform-reported performance have long served as proxies for success, shaping how campaigns are evaluated, budgets are allocated, and results are communicated. But they were never designed to measure business impact directly. They offer a directional view of activity rather than a definitive answer.
Clicks indicate interest, conversions indicate action, and platform-reported metrics reflect performance within a given environment. Each of these signals plays a role, but none of them, on their own, can confirm whether marketing led to a business outcome.
That limitation isn’t new, but it’s becoming more visible as signals shift and measurement becomes more fragmented. Measurement systems are under increasing strain, shaped by signal fragmentation, privacy constraints, and data environments that make it harder to connect media exposure to outcomes. In fact, 75% of marketers say their current approaches are falling short.
Performance can appear strong in one platform and materially different in another, making it harder to reconcile results across partners. Connecting campaign performance to actual business outcomes remains difficult.
As identity, data collaboration, and measurement become more strategic to marketing performance, organizations are looking for infrastructure that can connect data across partners while preserving neutrality, flexibility, and interoperability.
Why performance doesn’t always reflect impact
Even when data is available, it doesn’t always tell a complete or accurate story.
A conversion after an ad exposure may suggest a relationship, but it doesn’t establish causation. Attribution models favor what’s easiest to measure, and platform-reported metrics often reflect biases toward their own ecosystems. Over time, this creates a version of performance that can appear accurate while overstating actual impact.
Measurement should move from signals to conversions, then to verified outcomes, and ultimately to incrementality. Each step brings measurement closer to understanding true business impact. In practice, most strategies stall in the middle, treating conversions as the endpoint even though they don’t show whether marketing drove the result.
This creates a gap between what’s measured and what matters. Incrementality is gaining focus because it isolates what changed due to marketing, separating true impact from what would have happened anyway. Industry guidance increasingly reflects this shift, recognizing incrementality as a reliable way to measure causal impact in a fragmented, privacy-first ecosystem.
As AI and agentic technologies become more involved in planning, optimization, and decision-making, the quality of the underlying identity and data foundation becomes increasingly important. Reliable outcomes require trusted identity and interoperable data.
The infrastructure shift: Why CAPI matters now
Measurement is evolving at both a conceptual and technical level.
As browser-based tracking becomes less reliable, the industry is shifting toward server-side approaches, including conversion APIs (CAPI). These approaches create a more direct, durable connection between advertiser data and platform systems, reducing reliance on signals limited by browsers and privacy controls.
Platforms are reinforcing this shift. Meta positions CAPI as a way to improve data quality, measurement accuracy, and optimization by enabling more complete event capture. Google similarly emphasizes server-side tagging to improve data control, resilience, and performance in modern measurement environments.
On their own, these approaches don’t solve the measurement challenge. Combined with identity, they create a stronger foundation for connecting marketing activity to real outcomes.
Stronger data collection infrastructure is most effective when paired with interoperable identity and privacy-first governance, giving marketers greater confidence in how data is connected, activated, and measured across environments.
Identity as the connective layer
Identity resolution is a key enabler of that foundation. By connecting identifiers across platforms, devices, and environments, it helps marketers tie exposure to consumers and, ultimately, to real-world outcomes. Without it, measurement stays siloed across platforms and channels. With it, marketers can see how activity across environments contributes to a single outcome.
Interoperable identity is becoming more than a marketing capability. It increasingly serves as a foundational layer that helps brands, agencies, publishers, platforms, and partners collaborate across a growing number of data and media environments.
Industry efforts around data clean rooms, interoperability, and privacy-safe collaboration all address the same challenge: how to connect data across environments without relying on outdated or fragile signals. Solutions that strengthen identity resolution within these environments improve match rates between partners, making collaboration more effective and measurement more complete.
As collaboration expands across clean rooms, platforms, and activation channels, marketers benefit from identity frameworks that support interoperability rather than limiting how data can move across the broader ecosystem.
What brands and agencies should expect next
For brands and agencies, the focus is shifting from what appears to perform within a platform and toward what drives results. That requires looking beyond platform-reported metrics, asking more of measurement partners, and incorporating incrementality into how success is defined.
It also requires investment in identity and measurement that enable outcome-based measurement. Without that foundation, even advanced reporting will struggle to provide a clear view of performance.
That foundation should include trusted consumer data, transparent governance practices, and identity capabilities that can adapt as technology, privacy expectations, and AI-driven workflows continue to change.
Many organizations are also evaluating how measurement, identity, and activation strategies can maintain long-term flexibility across agencies, platforms, publishers, commerce media networks, and emerging channels.
What this shift means for AdTech
Reporting within platforms or optimizing intermediary metrics is no longer enough. Success increasingly depends on demonstrating how marketing activity translates into business results across channels and environments.
As marketing systems become more automated, brands need visibility into the data and identity layers informing those decisions, along with confidence that those systems are operating on accurate, privacy-safe consumer information.
That shift requires interoperable identity, cross-platform measurement, and infrastructure that supports more complete and reliable data collection. It also requires validating whether marketing drove incremental business impact, rather than simply reporting observed conversions.
Independent identity and neutral data infrastructure can help support that effort by giving organizations the flexibility to work across partners, platforms, and channels while maintaining consistency in measurement and audience understanding.
This means building systems that connect exposure to outcomes, measure incremental impact, and link media investment and business results. Clicks and conversions remain useful, but their limitations are becoming more visible as reliability declines.
Trusted identity, privacy-safe data collaboration, and transparent measurement are becoming central to how marketers build durable strategies that can adapt as the ecosystem continues to change.
Measurement will be defined by the ability to connect marketing activity to verifiable outcomes, with incrementality at the center of understanding true impact.
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About the author
Ali Mack
VP, AdTech Sales
Ali Mack leads Experian’s AdTech business, overseeing global revenue across the company’s expansive tech and media portfolio. With over a decade of experience in digital and TV advertising, Ali drives strategic growth by aligning sales, customer success, and solutions teams to deliver impactful outcomes for clients and partners.
She has successfully guided teams through two major acquisitions, integrating sales organizations and product portfolios into unified go-to-market strategies. Under her leadership, Experian has consistently exceeded revenue targets while fostering collaborative, results-driven teams and mentoring emerging leaders. Working closely with finance, product, and marketing, Ali develops strategies that support a diverse ecosystem of publishers, brands, and technology partners, positioning Experian at the forefront of data-driven advertising and identity resolution.
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Commerce media networks have had a strong start. Growth has been fast, demand has been strong, and brands have made it clear they want closer access to commerce-driven audiences. But as more networks mature and enter the space, many are starting to feel the same pressure point: scale. Most commerce media networks were built as managed service businesses. That model works well early on. High-touch, white-glove partnerships make sense when you’re working with a handful of strategic brands. But there’s a ceiling. There are only so many teams, only so much inventory, and only so many advertisers that model can realistically support. It’s one thing for a large retailer to build custom programs for a P&G. It’s another to do that at scale for hundreds or thousands of brands. At some point, growth slows, not because demand disappears, but because the model can’t stretch any further. The scale problem no one likes to talk about That’s where many commerce media leaders find themselves today. Pausing to assess what comes next. For a long time, growth has been measured almost entirely through media dollars. That mindset is understandable. Media is familiar, it’s easy to quantify. It shows up clearly in negotiations and revenue reports. But viewing commerce media networks purely as media sales engines creates long-term risk. It can strain brand relationships, limit innovation, and distract from what commerce media networks actually do better than almost anyone else: understand consumers deeply. Signals are the real asset Commerce platforms sit close to decision-making. They see what people search for, what they consider, what they buy, and when those behaviors change. Those signals are incredibly powerful. And yet, most networks only activate them inside their own walled environments. That’s a missed opportunity. Curation represents the next area of growth for commerce media networks, and it doesn’t require replacing or diminishing existing media revenue. In fact, it complements it. No single commerce media network has all the data needed to give advertisers the scale and reach they’re looking for. And no advertiser wants to recreate the same audience in dozens of disconnected platforms. That friction creates inefficiency and slows decision-making. Why collaboration supports sustainable growth The opportunity is to look beyond first-party data alone and start thinking about collaboration. Second-party data. Data partnerships. Signal sharing done responsibly and transparently. Imagine an advertiser defining an audience once and being able to understand and reach that audience across multiple commerce environments. Not through a series of disconnected buys, but through a more consistent approach built on shared understanding leading to increased reach and more impactful campaigns. That’s easier for advertisers to manage, and it creates an additional revenue stream for commerce media networks that complements media sales rather than competing with them. Curation strengthens media, it doesn’t replace it Media will always play an important role. There is clear value in custom experiences tied directly to a commerce environment. Think buyouts, sponsored experiences, custom creative integrations. Those are situations where brands want to work closely with the network itself. But the signals commerce media networks hold don’t need to be limited to those moments. Those signals can be monetized independently through data products, co-ops, and partnerships that extend their value into other channels. That’s how curation adds value without undercutting existing revenue. A practical path forward for commerce media leaders For commerce media leaders thinking about their next phase of growth, the focus should be on sustainability. Building a massive media operation takes time and investment. Data-driven revenue streams can be introduced more quickly, require fewer internal resources, and provide steadier margins. It’s a practical approach. Use signal-based revenue to fund growth. Let that revenue support investment in tooling, talent, and media innovation over time. Bootstrapping, in the truest sense. Why transparency matters early There’s also a broader responsibility here. In many advertising channels, transparency followed growth, often after pressure from the market. Commerce media networks have an opportunity to do this differently. To lead with transparency from the start. To be clear with brands and consumers about how data is used, how signals are created, and how value flows through the ecosystem. Because the reality is this: commerce media networks are holding some of the most valuable intent signals in the market today. But those signals don’t retain their value in isolation. If they aren’t enhanced, combined, and made accessible in the right ways, someone else will step in to do it. And when that happens, control shifts away from the source. The bottom line The next chapter of commerce media isn’t just about selling more media alone. It’s about recognizing the value of the signals already in hand, working together to make them more useful, and building additional revenue streams that support long-term growth. That’s how commerce media networks grow without eating their own lunch. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts
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