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Uber Ads, WPP Media execs: real-time intent is replacing the sales funnel

Adweek’s Dawn Papandrea reports that Uber Advertising’s Jess Shuraleff and WPP Media’s Gautham Pingalli told an Adweek House fireside chat that the consumer journey is collapsing, pushing marketers toward intent-driven commerce media over linear funnel tracking.

Why it matters. Agencies now measure the actions that lead to an outcome, not just the outcome itself, eroding the old split between performance and brand budgets.

Signal from adweek.com · Dawn Papandrea · read the original.

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