The Truth About Demand Gen: Upper-Funnel Strength, Lower-Funnel Limits

Fri, 20 Mar 2026 00:00:00 -0400
Leading Edge

For more than a decade, digital advertising performance has been built on the same foundation: addressable signals. Cookies, device IDs, deterministic identifiers, and identity graphs made it possible to target, measure, and optimize at scale. That foundation is now steadily eroding. Coverage is shrinking, consumer tolerance is thinning, and regulation continues to narrow what’s usable.