Category: In the News

The phrase “what’s old is new again” doesn’t just apply to cyclical trends like low-rise jeans and flip phones, but marketing budgets as well.

Marketers are increasingly reconsidering more traditional and offline ad channels. Call it a pendulum swing in response to the rise of AI and digital saturation. As ad platforms roll out more blackbox, AI-powered ad solutions and the rise of so-called AI slop makes it harder to decipher human from machine-made content, some marketers are revamping their ad strategies.

Case in point: about 41% of U.S. ad buyers report they expect to increase their investments in in-person and experiential marketing, according to the 2026 IAB outlook study.

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Matic Tribušon, Chief Product Officer, Celtra

Marketers have spent years building infrastructure to measure their advertising: targeting models, multi-touch attribution, programmatic optimization — all of it has been systematically instrumented, refined and optimized to death. The one exception in this system? Creative. 

Despite all the advancements in media measurement, creative continues to be largely governed by instinct, post-mortem debates and the loudest opinion in the room. When generative AI arrived on the scene, it made this issue even more pressing. Because the technology dramatically expanded the volume of creative that teams could produce, the cost of not measuring advertising became that much higher. 

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