Signal loss is accelerating, and waiting for legislation is the wrong play
Marketing effectiveness is being eroded by a structural decline in signal quality across the major platforms. The performance impact is happening before the regulatory impact.
Across the past year, a consistent pattern has emerged: marketing effectiveness is being eroded by a structural decline in signal quality across major advertising platforms.
Many CMOs are still waiting for Tranche 2 of the Privacy Act reforms before taking action. The belief is that the right time to modernise data foundations is once legal obligations become clearer. That assumption is flawed. The performance impact is happening before the regulatory impact.
The detailed explanation and practical response are now consolidated in Your measurement infrastructure is already degraded, including the follow-up from this note.
Updated 07 October 2026