Zero-click search and the measurement reset

The rise of zero-click search and privacy-first platforms is forcing a rethink of what marketing effectiveness really means. Speaking to Performance Marketing World, our managing partner for Performance, Andy Platt, argues that the death of ‘perfect’ attribution isn’t a crisis, it’s a correction.

“The future belongs not to those who can track everything, but to those who can measure what actually matters,” he says.

Andy explores how marketers can move beyond click-based models to focus on influence, resonance, and real outcomes — levelling the playing field for brands of all sizes in a zero-click world.

Read the full article on Performance Marketing World.