Search offers a far less tactical, far more meaningful way to connect with consumers than it once did when the world seemed simple and Google’s algorithm was the main factor to navigate.

As the industry continues to navigate challenges like privacy regulations, identity shifts, and brand safety concerns, curation offers a path to greater ROI. Done right, it transforms ad buying from a fragmented process into a seamless, results-oriented strategy, ensuring that every dollar spent delivers maximum impact.

We must stop treating historical measurement as the endgame. True marketing effectiveness comes from the ability to simulate future outcomes, forecast returns, and guide strategy dynamically.