Measurement & Attribution

Reach tells you your ad was delivered. It doesn't tell you it was remembered.

BEYOND REACH is an industry paper, from MMA India and Publicis Media, which gives Indian marketers a practical way to plan for attention, memory and mental availability, not just impressions.

The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57% of organisations have reached advanced AI adoption, the real gap now lies in scaled integration, talent capability, and risk governance rather than access to tools. The report closes with practical implications to help marketers move from experimentation to disciplined, organisation-wide AI integration.