Knowledge Center | MMA / Marketing + Media Alliance

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Data, identity and privacy
Measurement & Attribution

The Missing Piece

How data gaps and identity precision shape measurement integrity, and what to do about it.
Released: 
Kasım, 2026
Education Section: 
Research, Trends Reports
Region: 
Global
Research

AI and the Changing Consumer Journey

What visitors do, and what marketers believe
Customers now research and decide with AI before they reach a brand’s site, and most of that activity never shows up in analytics. Referrer tracking tags 0.4% of visits as AI search, while 21.9% of visitors say they used AI before arriving. The journey has moved, and the instruments marketers rely on have not moved with it.
Research

State of Agentic AI in Marketing

New research from MMA and Monks maps where agentic AI actually runs inside 100 large marketing organizations and what is blocking scale.
What it found is a gap between how widely AI has been adopted and how little of it runs at scale. Almost every team is piloting or deploying, very few have expanded what already works, and almost none let AI act without a person in the loop.
Research

How We Spend & What We Say

The State of Advertising Spend based on five years of cross-industry data.
Advertising is trying to pack more into every ad than it did five years ago, and each industry does it differently. This report tracks how brands spend and what they say across 10 industries, 6 channels and 20 quarters (2021 to 2025), so every marketer can see where their industry stands and which of its habits are worth keeping.
Report

AI Disruption of Marketing Operating Models

MMA and BCG have partnered in an exclusive CMO survey that explores how AI is influencing key aspects of the marketing operating model. AI is reshaping marketing – specifically the future of how we work across the full operating model internally and externally. This research offers actionable insights into building a more agile, AI-ready marketing organization.
Whitepaper

Kroger Study: Predictive Creative Scoring Leads to Real Ecommerce Outcomes

Marketers have spent years perfecting how media is bought and targeted, and in a world where that precision has become table stakes, it’s no longer where the biggest gains are found. Far less attention and investment has gone into the creative that runs through that media, and that’s where the unclaimed value now sits.
Kroger Study: Predictive Creative Scoring Leads to Real Ecommerce Outcomes
AI strategy and adoption
Media & Retail Media

Kroger Study: Predictive Creative Scoring Leads to Real Ecommerce Outcomes

Marketers have spent years perfecting how media is bought and targeted, and in a world where that precision has become table stakes, it’s no longer where the biggest gains are found. Far less attention and investment has gone into the creative that runs through that media, and that’s where the unclaimed value now sits.

Released: 
Eylül, 2026
File Size: 
2.66 MB
Education Section: 
Creative Effectiveness, Research
Region: 
Global
Personalization and CX
Creative effectiveness

MMA Indonesia Data, Insights & Outlook 2026 - Q3: Indonesia's Media And Technology Landscape

Data, Insights, Outlook 2026 is a quarterly thematic series edition from Marketing + Media Alliance Indonesia that captures the signals shaping marketing & advertising across the year. Each edition draws from Member Insights contributed by MMA Indonesia members and turns those perspectives into a curated view of the forces influencing business, brands, consumers and growth - as highlights.

Released: 
Eylül, 2026
Education Section: 
Research, Trends Reports
Region: 
Global
Keywords: 
2026
Data, identity and privacy
Brand Building
Marketing Org & Talent
Media & Retail Media

South African Retail Media Landscape: 2026 Ecoscape Report

A market-sizing and benchmarking report from the MMA South Africa Retail Media Task Force and the Data + CX Think Tank (DATT), mapping South Africa's retail media market against global standards. It sizes the opportunity (SA retail media estimated at R9–12bn for 2025/26, growing at roughly 12% CAGR to 2030), benchmarks SA's ad spend share against the US and UK, and sets out the five growth drivers and six structural barriers shaping the market. Built with strategic partners MTN Ads, Rainmaker Media and Standard Bank.

Released: 
Şubat, 2026
File Size: 
4.6 MB
Education Section: 
Guidelines, Research, Trends Reports
Region: 
Middle East & Africa, South Africa
Keywords: 
retail media, retail, measurement, South Africa
Data, identity and privacy
Brand Building
Marketing Org & Talent
Media & Retail Media

MMA Retail Media Measurement & Market Definitions Guide (The MMA South Africa Retail Media A–Z)

A practitioner's glossary from the MMA South Africa Retail Media Task Force, defining the terms, metrics and formulas driving retail media today, from ad inventory and attribution windows to CPA, CPC and closed-loop measurement. Built for brands, retailers, agencies, media owners and technology partners, it establishes a shared vocabulary for planning, buying and measuring retail media in South Africa.

Released: 
Şubat, 2026
File Size: 
4.6 MB
Education Section: 
Guidelines, Research, Trends Reports
Region: 
Middle East & Africa, South Africa
Keywords: 
retail media, retail, measurement, South Africa

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