AI is making more buying decisions. Media is becoming more fragmented. Creative measurement is getting faster, and MMM is playing a bigger role in budget allocation.

With more decisions and more signals in play, advertisers need a clearer way to measure and compare media quality across channels, formats, and buying systems.

Adelaide's new guide, What Gets Measured Next, looks at where paid media measurement is headed in 2027 and how advertisers can adapt.

Inside:

• 5 shifts reshaping paid media, from agentic buying to modern MMM
• Why AI buying systems need better media quality signals
• New research on how creative and media quality work together
• What best-in-class media measurement looks like in 2027

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