Resources

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How experimentation fills the measurement gap to answer the question: How is my advertising actually impacting people—and what is it driving them to do next?

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A comprehensive evaluation guide

Choosing the right ad measurement partner is one of the most important decisions a brand can make to maximize the value of its media investments. The right choice strengthens budget allocation, sharpens optimization, and provides credible proof that advertising drives incremental business outcomes.

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A comprehensive evaluation guide

Choosing the right ad measurement partner is one of the most important decisions you can make to prove and protect your value. The right choice strengthens your strategy, sharpens optimization, and gives you clear proof of how media investment drives real business outcomes.

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Unpacking the data behind the biggest tentpole advertising event of the year

In the modern media world, very few moments still have the power to stop the clock and capture the undivided attention of an entire nation. The Big Game is one of those rare moments. A true cultural tentpole, where consumer anticipation builds for weeks, social co-viewing becomes a shared ritual, and creative expectations reach their peak.

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Los Angeles, CA — January 14, 2026 — DISQO today released its annual Consumer Trends 2026 Report, exploring how economic pressure, evolving media consumption habits, and rising expectations for advertising relevance are redefining media effectiveness in 2026. 

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Download to learn how consumer attitudes, behaviors, and expectations are shaping brand success in 2026.

Honoring the people and values that fuel success

DISQO is starting 2026 on a high note with an honor we are proud to celebrate. For the sixth consecutive year, we have been recognized as a Built In Best Place to Work. This sustained recognition reflects the deliberate investment in building a workplace that drives measurable impact, enables innovation, and empowers employees to contribute, experiment, and develop at a high level.

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What shifting market conditions mean for brands and marketers

As 2026 takes shape, conversations across marketing and the broader business landscape have increasingly focused on volatility, shaped by economic uncertainty, evolving consumer expectations, and rapid technological change. Yet while budget pressure and organizational change are influencing how the industry talks about 2026, much of that dialogue remains inward-looking, anchored in constraint and risk. Volatility, however, is not a strategy. It’s simply the environment in which more intentional, adaptive decisions can be made.

What matters more is how consumers are responding inside the 2026 landscape, and the data shows a clear divergence between marketer anxiety and consumer behavior. Uncertainty hasn’t caused people to disengage or opt out. It’s made them more selective and more deliberate, demanding more value, relevance, and consistency.

From a consumer perspective, volatility functions less as a stop signal and more as a filter. People are paying closer attention to where they spend, which brands they trust, and what experiences earn their time and attention. Intent hasn’t disappeared; rather, it’s become more conditional.

This distinction is critical. When volatility is treated as the headline, brands and marketers risk mistaking caution for collapse. When it’s treated as context, a more accurate picture emerges: a market very much in motion, shaped by vigilance rather than withdrawal. Understanding that reality is the starting point for competing, measuring impact, and making confident advertising decisions in 2026.

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Download to learn how marketers can unify short-term campaign metrics with long-term brand health to drive sustainable growth.

How sophisticated brand measurement is helping marketers level up equity in 2026  

The power of your brand isn’t created by a single message or a perfectly timed impression. It’s built through the accumulation of interactions, memories, and moments of truth that shape how people feel, and ultimately, what they choose. This is the foundation of brand building; the subtle but persistent process that shapes brand image, brand equity, and brand awareness over time.

In 2026, consumers navigate choices through steady layers of advertising and brand experiences, more than isolated exposures, which means brands compete on the reliability they deliver and the trust they earn across every touchpoint. This growing expectation elevates the importance of brand strength, brand exposure, and overall brand health that businesses cultivate through their presence and consistent provision of value.

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The stakes of big game and tentpole marketing

Tentpole moments, especially the Big Game, concentrate attention and forge memory. They create rare windows where brand building can flow into both equity and action. Because strong advertising behaves less like a verdict and more like a rehearsal, these moments stack. They turn ordinary products into the obvious choice, the one people reach for even when no purchase is urgent.

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How small shifts reveal big impact across the full advertising funnel 

Marketers love big numbers, a viral spike, a record-breaking conversion rate, or a chart that shoots straight up. Yet when it comes to advertising effectiveness, the real story of growth is often written in smaller, steadier lines.

A 2-point lift in purchase intent may look like a modest gain. Still, it can represent thousands of new customers, millions in incremental revenue, and a measurable shift in market momentum. Those two points are the difference between being remembered and being chosen.

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Benchmarking advertising performance by category

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A marketer’s guide to analyzing ad results and campaign performance 

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Learn more about how brands that tailor their measurement frameworks to both maturity and purchase consideration are far better positioned to prove advertising’s real value.