"Attribution Has Come A Long Way": How Can We Approach Measurement Challenges?

Why It Matters

Understanding that attribution is no longer one‑size‑fits‑all—and that AI can personalize measurement—helps agencies deliver more accurate ROI insights, driving smarter spend and client trust.

Key Takeaways

• Attribution has evolved from universal tracking to nuanced, vertical‑specific models.
• No single measurement framework fits all clients; multiple valid approaches exist.
• AI is reshaping data, tech, and analytics within advertising agencies.
• Panel aims to share diverse opinions on tackling measurement challenges.
• Havas’ CSA leads Southeast Asia’s integration of AI into attribution strategies.

Summary

James, head of CSA for Southeast Asia at Havas, opens the discussion by framing attribution and AI as the industry’s hottest topics. He highlights how attribution has moved from blanket, cross‑channel tracking to more granular, vertical‑specific models, driven by advances in data technology and artificial intelligence.

The core insight is that there is no single, universal measurement framework; agencies must tailor approaches to each client’s data, industry, and objectives. James stresses that multiple, nuanced methods are equally valid, and that AI is increasingly embedded in the analytics stack, enhancing precision and scalability.

He quotes the panel’s guiding principle: “there is no right or wrong way,” emphasizing the value of diverse perspectives. The upcoming panel, featuring former colleagues and industry peers, will explore practical solutions to measurement challenges across different verticals.

The conversation underscores a shift toward flexible, AI‑enhanced attribution strategies. For advertisers, this means adopting adaptable measurement models that can deliver actionable insights while remaining competitive in a rapidly evolving digital landscape.

Original Description

James McNeely, head of CSA in Southeast Asia at Havas Media Network, shares his excitement about attending ATS Singapore 2026, where he will be speaking on a panel about The Measurement Gap: Fixing Attribution in a Fragmented Market.

James' role spans measurement, data, technology, and AI. He reflects on the shifts in attribution over the years, and how measurement varies depending on the vertical, client, and data. He looks forward to exploring how the industry can approach measurement challenges, emphasising that there’s no universal 'right' way.