{"id":12733,"date":"2025-09-26T16:04:00","date_gmt":"2025-09-26T15:04:00","guid":{"rendered":"https:\/\/rewirenow.com\/?post_type=press&#038;p=12733"},"modified":"2026-06-23T17:26:01","modified_gmt":"2026-06-23T16:26:01","slug":"what-ai-means-for-the-other-half-of-your-marketing-budget","status":"publish","type":"press","link":"https:\/\/rewirenow.com\/en\/resources\/press\/what-ai-means-for-the-other-half-of-your-marketing-budget\/","title":{"rendered":"What AI means for the other half of your marketing budget"},"content":{"rendered":"\n\n<div class=\"at-spacer at-spacer--6a65d23da46d2\" style=\"background-color: transparent\">\n<style>\n\/* Ultrawide *\/\n.at-spacer--6a65d23da46d2 {\n    height: 80px;\n}\n\n\/* Desktop *\/\n@media (max-width: 1920px) {\n    .at-spacer--6a65d23da46d2 {\n        height: 80px;\n    }\n}\n\n\/* Laptop *\/\n@media (max-width: 1024px) {\n    .at-spacer--6a65d23da46d2 {\n        height: 60px;\n    }\n}\n\n\/* Mobile *\/\n@media (max-width: 767px) {\n    .at-spacer--6a65d23da46d2 {\n        height: 40px;\n    }\n}\n<\/style>\n<\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\"><section class=\"container-block   \"  style=\"\" >\r\n        <div class=\"block  container  container--default  width-under--mobile width-under--tablet width-under--laptop  wysiwyg\">\r\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Amsterdam, 26 Sep 2025<\/strong>. In this article published in MarketingTribune, Rewire&#8217;s Simon Koolstra argues that AI has finally solved marketing&#8217;s oldest problem: knowing which part of the budget actually works. Using omnichannel attribution as a prime example, he describes how AI can map the true impact of each channel \u2014 television, social, print \u2014 and correct for the systematic overreporting common in platforms such as Facebook. Koolstra&#8217;s approach is to translate complex analytical requirements directly into usable tools for marketers, without requiring them to understand the underlying technology. His advice to those hesitant about the cost or complexity: start small, demonstrate value quickly, and scale from there.<\/p>\n\n\n\n<p><strong><a class=\"\" href=\"https:\/\/www.marketingtribune.nl\/online\/nieuws\/2025\/09\/marketeer-231-simon-koolstra-rewire-ai-maakt-van-data-marketingtool\/index.xml\">Read the full article in MarketingTribune [in Dutch]<\/a><\/strong>.<\/p>\n<\/div>\n<\/div>\n\n\r\n    <\/div>\r\n<\/section><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"featured_media":12784,"template":"","class_list":["post-12733","press","type-press","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What AI means for the other half of your marketing budget | Rewire | Data &amp; AI Consultancy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rewirenow.com\/en\/resources\/press\/what-ai-means-for-the-other-half-of-your-marketing-budget\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What AI means for the other half of your marketing budget | Rewire | Data &amp; 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