Industry measurement consensus & 2026 ad-spend outlook
Key Questions
What does the Singular ROI Index 2026 reveal about ROAS?
The Singular ROI Index 2026, a global mobile ad benchmark, shows consistent ROAS gaps between last-touch and full-journey measurement across networks. It highlights how full-journey attribution provides a more accurate view of performance compared to last-touch methods.
What methods are recommended for measuring ROAS in playables?
Ensemble approaches combining multi-touch attribution (MTA), incremental tests, and MMM, along with geo-pause and CAPI, are recommended for accurate playables ROAS. Multi-account hygiene is also emphasized to ensure reliable data.
How does Cometly's GDPR guide help with attribution?
Cometly's GDPR Compliant Attribution Setup Guide for 2026 provides privacy-safe setups comparing attributed versus modeled data. It enables compliant LTV/ROAS measurement amid EU regulations while maintaining ad platform performance without violating user privacy.
What are the projected ad-spend growth rates for 2026?
Global ad-spend is forecasted to grow +9.5% YoY, with CTV at +14% and CPI at +30% YoY. These predictions align with 2026 UA outlooks discussed in industry panels.
What insights come from multi-touch attribution on Snapchat?
Singular’s data science team used multi-touch attribution to analyze Snapchat campaigns, revealing its true ROAS and incremental impact. This goes beyond last-touch metrics to show Snapchat's full-journey contribution.
Ensemble (MTA+inc+MMM)/geo-pause/CAPI for playables ROAS; multi-account hygiene. Singular ROI Index 2026 shows ROAS gaps last-touch vs full-journey across networks; Snapchat MTA analysis: 20% ROAS uplift vs last-touch, 51% assist rate, 84% unique installs. Cometly GDPR guide adds privacy-safe attribution setups (attributed vs modeled) for compliant LTV/ROAS amid EU regs. Ad-spend +9.5%, CTV +14%, CPI +30% YoY. Mobidictum panel (Adjust) reinforces hygiene amid 2026 UA predictions.