Originally published May 6, 2026 by WARC
WARC recently published its Future of Measurement 2026 report, and it covers where marketing measurement is heading. The core argument is that measurement is moving away from post-campaign reporting and toward something closer to a real-time decision engine. AI is driving a lot of that shift, automating the data heavy lifting and letting marketers run MMM models and incrementality tests far more frequently than before.
WARC also flags a real concern: AI powered measurement can easily become another black box. The quality of your outputs depends on the quality of your inputs. A better tool built on bad data just gets you to the wrong place faster. It’s a worthwhile reality check in a space full of vendor promises.
In the section on foundational MMM models, WARC calls out Arima alongside a small group of vendors using federated learning and synthetic data to build more robust models without compromising data privacy. Arima was named as one of the vendors leading this work.
The full report is available through WARC.
