How marketing measurement is evolving in 2026

Michael Kaminsky, co-founder of Recast, joins Paul Stringer to discuss media's shift to outcomes measurement and the impact of AI on measurement, as they try to disentangle AI hype from reality.

Chapters:
00:00 – Intro: WARC's Future of Measurement 2026
00:09 – Why the Future of Marketing Measurement Matters for CMOs
02:47 – From Reach to Outcomes: Why Legacy Media Must Prove Business Impact
04:09 – Can You Measure Trust? Linking Brand Trust Metrics to Sales Outcomes
06:26 – Meta, Google and AI Optimisation: How Platforms Drive Incremental Conversions
09:49 – Why Independent Validation Beats Platform-Reported Attribution
11:26 – Measuring Cross-Media Halo Effects in E‑commerce and Retail
13:13 – How AI Is Moving Measurement from Reporting to Real-Time Decisioning
17:18 – Will AI Speed Up MMM and Incrementality Tests?
20:21 – Building a Learning Culture: Turning Measurement into Behaviour Change
23:21 – Agentic AI and Foundation MMMs: Generalist vs Bespoke Models
31:41 – Avoiding Snake Oil and Making Measurement Work

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