Key stat: 60% of US senior decision-makers trust independent incrementality testing most among marketing measurement solutions, 20 points ahead of media mix modeling (40%) and nearly double in-platform reporting (37%), according to a January survey from Haus.

Beyond the chart:

• The stakes for getting measurement right are high. Some 78% of US decision-makers believe at least 10% of marketing spend is wasted due to insufficient measurement, and 7% put that figure at 30% or more, according to Haus's 2026 Marketing Decision Confidence Index.
• Meanwhile, 75% of US buy-side leaders say core ad measurement methods, including attribution, incrementality tests, and MMM, are underperforming, according to the IAB's 2026 State of Data report.

Use this chart: Drop this in your 2026 measurement strategy deck to justify expanding incrementality testing in your stack. Use it to show finance and the CMO that 60% of senior decision-makers trust independent incrementality testing more than any other method, making MMM and platform reporting supporting acts rather than headliners.

Related EMARKETER reports:

• Commerce Media Ad Buyer Insights 2026 (EMARKETER subscription required)
• Top Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the March 2026 Haus report titled "2026 Marketing Decision Confidence Index." 500 US senior marketing, finance, and executive decision-makers were surveyed online during January 2026. All respondents have responsibility for paid marketing at organizations with at least $11 million in paid media budget.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.