Top-Performing Marketers Report Higher Measurement Confidence With Connected Customer Data
by on 4th Nov 2026 in News
Nearly seven in ten (69%) marketers who reported significantly stronger year-on-year performance also held high confidence in linking their advertising investment to results, according to StackAdapt's The State of Programmatic Advertising 2027 report. Among marketers who did not report similarly strong performance, just over half (52%) expressed the same confidence.
StackAdapt, the leading AI advertising and orchestration platform, set out to understand how marketers are managing growing marketing complexity and what separates the strongest performers from their peers. The EMEA findings draw on responses from 300 senior marketing and advertising professionals across the UK, Germany, France, and Spain, as part of a wider global study conducted in partnership with NewtonX.
EMEA's coordination opportunity
For EMEA marketers, connecting customer data with measurement can help teams understand how different channels contribute to results and where to focus investment. Globally, 79% of marketers with connected customer data say AI has improved cross-channel coordination.
The findings reflect a market focused on getting more value from advertising budgets amid economic pressure. As advertisers adopt new AI capabilities, they face more decisions about how to plan media and evaluate results. Keeping those decisions aligned becomes increasingly difficult when teams work across disconnected systems.
The report's wider research shows that top-performing marketers are expanding their capabilities while managing fragmentation more effectively. They also report more connected customer data, pointing to the value of making existing capabilities work together.
"The strongest performers are making more channels, better customer data, and AI work together more effectively, despite growing complexity," said Ryan Nelsen, chief marketing officer at StackAdapt.
As AI becomes involved in more campaign decisions, connected customer data and reliable measurement can help marketers coordinate campaigns more effectively. For EMEA marketers, stronger cross-channel coordination could help teams make more informed decisions about where advertising investment is delivering value.
The full report is available here.
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