Sponsored by Celtra • June 2, 2026 •
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.
Consider what’s actually at stake: according to Circana’s research across nearly 450 campaigns, creative accounts for 49% of incremental sales lift — making it the single largest driver of advertising effectiveness. The problem is that most brands today still have no way to know which specific creative decisions inside a winning ad drove that return, let alone how to replicate that success in the future.
