South Africa, July 29 -- The economics of digital performance have shifted. Paid search costs are climbing, attention is fragmenting across channels and formats, and privacy-driven signal loss is eroding the neat, click-based narratives marketers once relied on. Meanwhile, boards are asking more pointed questions, including where the next unit of revenue actually comes from, and how confidently it can be repeated.

"You can't achieve results you can trust if the measurement layer isn't in play," said Jaco Lintvelt, MD of Incubeta ZA, hosting the recent Future of Measurement webinar. "We're seeing a big shift from asking if a campaign really worked on a particular platform, to whether it created profitable growth we can take into the board...