Prove marketing ROI by using AI to unify data and infer attribution

Prove marketing ROI by using AI to unify data and infer attribution targets a $6.0B = 2M marketers × $3K ACV (annualized measurement & attribution spend across SMBs and mid-market) total addressable market with medium saturation and a year-over-year growth rate of 12% YoY — multiple martech and ad measurement reports (Gartner/eMarketer) indicate mid-teens growth in measurement and analytics tools.

Key trends driving demand: Cookie deprecation and privacy first changes — create demand for probabilistic and first-party based attribution solutions rather than cookie-reliant tools.; AI and probabilistic modeling improvements — allow smaller vendors to deliver more accurate multi-touch attribution without large data science teams.; Shift to performance accountability — CMOs increasingly require clear ROI and budget optimization, raising willingness to pay for accurate attribution.; Consolidation of data stacks — growth of CDPs and first-party data pipelines increases addressable demand for solutions that can consume and model those data sources..