Post by Mutinex

Modern buying journeys are shaped long before the final click. In Advertising Week, Henry Innis argues that last-click attribution quietly shrunk marketing's ambition. Channels closest to conversion look disproportionately effective. The slower work of demand creation looks expendable. Brand spend ends up under permanent scrutiny while the real drivers of growth go uncredited. As AI reshapes discovery and click-based signals drift further from reality, measurement has to catch up with how growth actually happens — so marketing can lead instead of explain. Read Henry's full piece: https://lnkd.in/gKAnEGe5