--- title: The media industry is becoming a prediction economy description: Databricks argues media and advertising are shifting from counting attention to predicting and proving outcomes. Only 3% of CMOs can tie half their marketing... canonical: https://daily.dev/posts/the-media-industry-is-becoming-a-prediction-economy-4scji5j3z twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: The media industry is becoming a prediction economy | daily.dev og:description: Databricks argues media and advertising are shifting from counting attention to predicting and proving outcomes. Only 3% of CMOs can tie half their marketing... og:url: https://daily.dev/posts/the-media-industry-is-becoming-a-prediction-economy-4scji5j3z og:image: https://api.daily.dev/og/posts/4sCJI5j3Z.png og:image:alt: The media industry is becoming a prediction economy og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # The media industry is becoming a prediction economy **[databricks](https://daily.dev/sources/databricks)** · 8 min read · 2 upvotes · 0 comments ## Summary Databricks argues media and advertising are shifting from counting attention to predicting and proving outcomes. Only 3% of CMOs can tie half their marketing to a business outcome, per McKinsey. Databricks proposes a unified data foundation built on four C's: context (CustomerLake, Genie, Lakebase), control, cost and choice, with Unity Gateway covering control, cost and choice. PetSmart used loyalty data from 75 million Treats Rewards members with AI decisioning agents, driving a 22% lift in salon bookings and a 13% lift in auto-ship transactions. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Questions this post answers ### What percentage of CMOs can tie their marketing spend to a business outcome? Only 3% of CMOs can tie half their marketing to a business outcome, according to a McKinsey study on marketing's core functions. This gap is driving a shift in media and advertising from measuring attention (impressions, reach, clicks) toward predicting and proving outcomes, often described as a move from a 'hope economy' to a 'prediction economy'. _Marketers trying to prove ROI can track how data and AI foundations evolve to close that gap on daily.dev._ ### What results did PetSmart get from using AI agents with its loyalty program data? PetSmart used loyalty data from its 75 million Treats Rewards members with AI decisioning agents to move beyond batch-and-blast campaigns, delivering personalized messaging at scale. This produced a 22% incremental lift in salon bookings and a 13% lift in auto-ship transactions, with the gain attributed to unifying the data estate rather than using a smarter model. _Teams evaluating agentic marketing platforms can follow real-world results like this on daily.dev._ ## Similar posts on daily.dev - [The last mile: why great first-party data still doesn't make great marketing](https://daily.dev/posts/the-last-mile-why-great-first-party-data-still-doesn-t-make-great-marketing-k68zgkdhn) · databricks · 0 upvotes · 0 comments - [Retail Media Explained: How Marketplaces Turn Data into Revenue](https://daily.dev/posts/retail-media-explained-how-marketplaces-turn-data-into-revenue-fndougozm) · Netguru · 0 upvotes · 0 comments - [How banks are turning first-party data into real media value](https://daily.dev/posts/how-banks-are-turning-first-party-data-into-real-media-value-0r1ttx5tz) · TechCentral · 0 upvotes · 0 comments - [Connecting retail demand planning to campaign and store execution](https://daily.dev/posts/connecting-retail-demand-planning-to-campaign-and-store-execution-5h54qeopd) · databricks · 1 upvotes · 0 comments - [From RAG to ontology: Databricks bets on context as the key to trusted AI agents](https://daily.dev/posts/from-rag-to-ontology-databricks-bets-on-context-as-the-key-to-trusted-ai-agents-ftjlhhcsd) · InfoWorld · 0 upvotes · 0 comments --- Tags: [#ai-agents](https://daily.dev/tags/ai-agents), [#business](https://daily.dev/tags/business), [#big-data](https://daily.dev/tags/big-data), [#databricks](https://daily.dev/tags/databricks) [View this post on daily.dev](https://daily.dev/posts/the-media-industry-is-becoming-a-prediction-economy-4scji5j3z) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"The media industry is becoming a prediction economy","url":"https://daily.dev/posts/the-media-industry-is-becoming-a-prediction-economy-4scji5j3z","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/the-media-industry-is-becoming-a-prediction-economy-4scji5j3z"},"datePublished":"2026-10-26T15:26:08.848Z","dateModified":"2026-10-26T15:26:39.054Z","description":"Databricks argues media and advertising are shifting from counting attention to predicting and proving outcomes. 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