AI that summarizes past performance is table stakes. Here is how marketers can build autonomous agents that act on data as campaigns deliver.
by Jack Foster, LiveRamp July 31 2026
Seemingly every measurement provider now has an AI story. By the end of this year, the ability to chat with your reports will be table stakes — useful, but no longer a differentiator.
Marketers should focus on agentic measurement: AI agents that prepare data, run continuous measurement and push learnings back into media as it delivers, rather than merely summarizing past results.
That shift compresses the distance between measurement, insight and outcome, and marketers should think of it as a three-step process.
