South Africa, Aug. 13 -- Marketers need to move beyond outdated attribution models and adopt more agile, outcomes-driven strategies that reflect today's dynamic environment as the digital marketing landscape grows more complex across the Middle East, Africa, and Turkey.

So says the report The Certainty of Uncertainty: Why Marketing Needs a New Measurement Mindset, a new co-authored whitepaper from TikTok, in partnership with Warc.

The whitepaper outlines a paradox that marketers across the Middle East, Africa and Turkey are facing: the more they rely on familiar, easily measurable metrics like clicks or last-touch attribution, the more disconnected they become from actual business outcomes.

With more than $741bn spent globally on digit...