Adverity

Why are AI marketing insights still failing to drive action? Our latest research report, based on a survey of 300 senior marketers, exploring that question. More than half of marketers say insights still fail to consistently drive campaign action, despite having access to more data, better tooling and widespread AI experimentation. Respondents told us the most time-intensive reporting task is cleaning and validating data, followed by reconciling conflicting numbers. In fact, only 19% say they spend most of their reporting time actually analyzing data and identifying optimizations. The impact of these reporting delays shows up in campaign performance. 91% of marketers say they take at least several days to respond to campaigns that are clearly underperforming. For one in three, it's often weeks. The full paper explores why reporting remains such a bottleneck, how it affects decision-making, and what marketing teams are doing to shorten the time between insight and action. Access the report via the link in the comments below ⬇️

We asked the Adverity team what they think is next for marketing AI while we were at DMEXCO. And after a few days of conversations with marketers, data leaders and AI teams at DMEXCO - Digital Marketing Expo & Conference, one thing was clear: The conversation is moving beyond what AI can do to whether businesses can actually trust it enough to use it. What do you think will define the next stage of marketing AI? #DMEXCO #MarketingAI #AI #MarketingTechnology

Every campaign gets a brief. Your AI gets a prompt. A brief carries objectives, definitions, audience logic, prior performance and the constraints everyone has agreed to. A prompt carries a sentence and an assumption that the model will work the rest out. This gap is where wrong answers come from. Not from the model inventing things, but from it filling a vacuum you left. Adverity Atlas closes it. Your LLM queries the warehouse through a layer that already holds your definitions, your governance rules and your business context, and that shows its workings, with every answer traced back to its source systems and fields. Brief your AI properly and it stops guessing. Click below to learn more about Adverity Atlas.

-> In Google Ads, a click is an ad interaction. -> In Meta, it counts every engagement on a post. An AI querying both is comparing numbers that measure different things, and it has no way to know that. The same problem exists across every metric in your warehouse. Adverity Atlas is the marketing knowledge layer. Three components make it work. 1 - Knowledge is the shared understanding of your marketing data, including canonical metric definitions, field mappings, and cross-platform concepts. 2 - Context gives AI the business-specific understanding behind your data, from warehouse relationships and business rules to campaign objectives, live tests, promotions, and budget changes, without requiring your data team to model everything in advance. 3 - Tools execute the query against those canonical definitions, with self-correction when something goes wrong in the warehouse. None of the three works alone. The question to ask any vendor: can you show all three working together, against your actual data? Click on the link below. #AdverityAtlas #MarketingKnowledgeLayer #MarketingAI

Your warehouse holds the data. Your team holds the meaning. Why do two markets report the same metric differently? Why did the number jump last Tuesday? The definitions, the exceptions, the promotion nobody logged don't live in the warehouse. They live in people's heads and in last quarter's decks. Which is why querying the warehouse alone produces answers that are technically correct and practically useless. Everything Adverity Atlas learns along the way is saved, reviewed by your team, and ready the next time someone asks - so it gets sharper with every query. Click below to learn more about Adverity Atlas.

How much ROI are you losing to a single naming mistake? When your MMM draws from dozens of fragmented sources, even tiny inconsistencies can warp decisions across your entire business. Adverity Connect brings 635+ platforms into one governed foundation, aligns every dimension, and keeps lineage audit-ready—so your reports stay clean and your budget goes where it actually works. Ready to stop guessing and start modeling with data you can prove? Click to see how.