ProcureHub · Indirect & Services · Global
Ad Effectiveness Measurement: Market Size & Forecast 2026
The global ad effectiveness measurement market sits at approximately USD 4.8 billion in 2025 (base year), held in a structurally tight balance between accelerating digital ad spend, fragmenting signal availability from privacy-regulation and walled-garden restrictions, and surging enterprise demand for incrementality and MMM capabilities that bypass third-party cookie dependence. > **Analyst Take.** The 11.5% consensus CAGR looks aggressive because it conflates MMM/incrementality tailwinds with the still-maturing attention-measurement segment. We read the sustainable growth rate at 9-10% once AI-augmented measurement becomes table stakes in 2027-2028. The real procurement call is not price, it is platform optionality. Buyers locked into single-vendor MMM architectures in 2024-2025 will face switching-cost exposure of 20-40% of contract value when they need to diversify post-2027. The seq
Official data · Claight AnalysisForecast
Market size and CAGR extracted from the published Claight report; figures match the report..
2025 base: $4.8bn2032 est: $10.3bn
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Connect to an analyst →Market size and forecast are Claight Analysis, informed by public research and industry data. Historical years before 2025 and all forecast years are Claight estimates at the stated CAGR. Retrieved 2026.