Forrester: “Recommendation share” will replace impressions as top media KPI
MediaPost’s Ray Schultz reports that Forrester’s “Predictions 2027: Media And Advertising” report argues that as consumers delegate research to AI engines, marketers will care less about ad views and more about whether engines recommend their brand.
Why it matters. Marketers must now prove brand favorability inside LLM answers rather than ad impressions, a currency shift that hands new leverage to AEO measurement vendors.
Signal from mediapost.com · Ray Schultz · read the original.
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