[September 09, 2025] New TripleLift and EMARKETER report reveals creative remains advertising's biggest growth lever but measurement and scale lag behind TweetMarketers lack the infrastructure and shared standards to scale and measure effectiveness. "True creative excellence remains elusive because we lack a shared language and common metrics," said Toccara Baker, vice president of marketing at TripleLift. The report finds that despite marketers' desire to deliver relevant creative at scale across channels, many lack the infrastructure to do so. About EMARKETER EMARKETER is the go-to forecasts, data and insights provider across the marketing & advertising and ecommerce fields. About TripleLift TripleLift is the world's leading Creative SSP, transforming standard ad placements into high-performing, scalable experiences across desktop, mobile, CTV, and Retail Media.