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July 2026
POSSIBLE Conference Takeaways:
CEO Jim Forrest Discusses Triangulum Insights and the Future of the Industry
Jim, the Triangulum Insights CEO, attended the POSSIBLE Conference in Miami, FL in April 2026. The POSSIBLE Conference is focused on gathering marketers, tech innovators, and the creator economy to discuss the current landscape and the future of the industry. Covering topics of digital marketing, AI, and creator partnerships, the conference features expert guest speakers.
With the lens of TI in mind, there are several takeaways on the future of the industry. Here, Jim delivers his thoughts as the industry moves forward and where TI fits.
Triangulum Insights is more important than ever.
With the lens of TI in mind, there are several takeaways on the future of the industry. Here, Jim delivers his thoughts as the industry moves forward and where TI fits.
Triangulum Insights is more important than ever
The conversation moved from delivery a while ago (e.g., impressions, viewability) and it's starting to move away from outcome proxies (e.g., engagement and even awareness). Marketers are under real pressure to demonstrate what actually changed because of their campaigns. That’s a positive shift for Triangulum but it also raises the bar. Brand lift needs to be part of the core evidence that marketing is creating real business impact. That aligns directly with how we think about our role: helping clients make sense of the relationship between exposure, perception, and behavior. Many of our key customers currently use our solutions in this fashion.
What stood out to me most at POSSIBLE is how clearly the industry is shifting into what many are calling the “Outcomes Era.” That framing resonates with where we’ve been heading as a company.
The conversation moved from delivery a while ago (e.g., impressions, viewability) and it's starting to move away from outcome proxies (e.g., engagement and even awareness).
Marketers are under real pressure to demonstrate what actually changed because of their campaigns. That’s a positive shift for Triangulum but it also raises the bar. Brand lift needs to be part of the core evidence that marketing is creating real business impact. That aligns directly with how we think about our role: helping clients make sense of the relationship between exposure, perception, and behavior. Many of our key customers currently use our solutions in this fashion.
Another theme that came through strongly is the move toward fully interconnected, “full-funnel systems". Media does not operate in clean, isolated channels. CTV, retail media, social, creators, search, commerce—they’re all working together, often within the same consumer journey. That changes the measurement conversation. It’s less about whether a single channel “worked” and more about how we help clients understand if their system worked. How did different touchpoints reinforce one another? What combinations drove meaningful shifts in perception? Where did the campaign create demand? This is where I see a real opportunity for Triangulum. Triangulum analytics are well positioned to answer these more integrated questions, such as our media contribution analysis which we introduced 18 months ago and Lift-Optimized Delivery, which is a powerful evolution of standard frequency and pacing analyses, that we are starting to roll out. We can help clients understand not just whether brand lift occurred, but how it fits into a broader system of outcomes and
what role each piece of media plays.
The third major theme was, of course, AI. It was everywhere, every session discussed it regardless of topic: creative, media buying, targeting, measurement or optimization. But the implication that matters most for us is what AI does to the pace of decision-making. AI is making campaigns more dynamic with more creative versions, more audience testing, and more frequent optimization. In this environment, clients can’t wait until the end of a campaign to understand what worked. They need more regular feedback loops and clearer diagnostics while campaigns are still live.
While we have always provided results at regular cadences, our current initiatives are focused on helping clients extract more value from those measurement signals more often. By combining multiple data sources, applying more advanced analytics, and delivering clearer interpretation, we can help clients move from understanding what happened to knowing what to do next.
They need more regular feedback loops and clearer diagnostics while campaigns are still live. While we have always provided results at regular cadences, our current initiatives are focused on helping clients extract more value from those measurement signals more often. By combining multiple data sources, applying more advanced analytics, and delivering clearer interpretation, we can help clients move from understanding what happened to knowing what to do next.
So taking a broader view, my takeaway is that the market is moving in a direction that should make Triangulum services more important, not less. We have a strong foundation in rigorous and transparent measurement, but we shouldn't stand still (we never have).
Our rigorous campaign measurement methodology is the core of the business, and our analytics focus allows us to expand the role of the brand lift data for the benefit our clients. As client needs evolve, the role of campaign measurement data expands. The opportunity for us is to lean into our core strengths and focus our efforts helping clients connect perception to performance, help them make better, data-driven decisions because of it.
Our rigorous campaign measurement methodology is the core of the business, and our analytics focus allows us to expand the role of the brand lift data for the benefit our clients. As client needs evolve, the role of campaign measurement data expands. The opportunity for us is to lean into our core strengths and focus our efforts helping clients connect perception to performance, help them make better, data-driven decisions because of it.
In the Outcomes Era, that's a great positioning to have.
As the future of the industry becomes the present, Triangulum Insights becomes more and more relevant to the outcome of data results, leading to stronger, more actionable insights.
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