- Adsmurai launches AdsRebellion, a new business unit and commercial brand designed to integrate offline media into its planning, activation, measurement and optimisation capabilities.
- The move responds to the growing need to integrate and accompany consumers throughout their entire brand relationship journey in a connected, measurable and actionable way.
- Through its technology stack, AI and the strategic expertise of more than 450 specialists, Adsmurai strengthens a channel-agnostic proposition that brings greater transparency, comparability and strategic criteria to marketing investment decisions.
Barcelona, 23 June 2026. Brands are investing more than ever in media, technology and data to make their campaigns more efficient and measure their real impact on business. However, the challenge still lies in connecting all that information, from CTR on Meta or GRPs in a TV campaign to attendance at an event, in order to understand the role each touchpoint plays in business growth.1 In an increasingly fragmented environment, the challenge is no longer just about activating more channels, but about understanding how each interaction contributes to the relationship between brands and people.
The purchase journey is now more complex than ever. Consumers move fluidly across different channels to discover, remember, share or purchase their favourite brands. This journey takes place across digital, physical, social, commercial and experiential environments. In fact, 85% of consumers say they are more likely to buy after participating in a brand experience² and 98% create or share digital content linked to that interaction.³
In this context, Adsmurai presents an evolution of its Growth-Tech model with the launch of a new business unit specialised in integrating offline media, brand activations and physical experiences into connected growth strategies. This unit will operate under the commercial brand AdsRebellion and will be supported by Adsmurai’s technology stack, AI, advanced measurement capabilities and global expertise, made up of more than 450 specialists, to integrate all channels, both online and offline (television, radio, outdoor, press, cinema, events, store openings, experiential activations and guerrilla actions) under the same logic of planning, activation, measurement and optimisation.
“Growth no longer happens in a single channel, but neither does it happen by simply adding channels without connecting them. Brands need to understand the role each touchpoint plays, how it contributes to the consumer journey and what impact it has on business. Only then can they build more consistent experiences, regardless of where each interaction takes place. What we are building is not a bigger media agency, but a channel-agnostic architecture that connects strategy, investment, execution and measurement under the same growth logic”, says Pablo Sabá, Chief Growth Officer at Adsmurai.
This approach is supported by Adsmurai’s technology stack, its Marketing Mix Modeling capabilities, advanced measurement models, automation, data and artificial intelligence. This combination makes it possible to integrate signals from different environments, reduce blind spots and build a more transparent and comparable view of the impact of each channel.
Interest in brand activations and experiential environments continues to grow, but measurement remains one of the main challenges. 77% of marketers acknowledge difficulties in properly evaluating the impact of non-standard environments, including offline channels.⁴ This is precisely where the combination of technology, data, AI and advanced measurement models becomes critical.
“For years, the industry has managed channels as silos. One team planned television, another digital, another events and another CRM. But consumers have never experienced those interactions separately. What we are building is an architecture capable of connecting those touchpoints under the same logic of growth, measurement and optimisation”, says Giancarlo Arena, Head of Programmatic & Retail Media at Adsmurai.
The company is already applying this vision in cross-channel strategies for sectors such as sports tourism, retail and regulated industries, connecting digital media, traditional media, physical activations, programmatic, social, search, CRM, content and measurement to build more coherent, results-oriented strategies. This approach enables brands to accompany their audiences throughout the entire relationship journey, from discovery to conversion, loyalty and the measurement of real impact.
With this evolution and the launch of AdsRebellion as a new business unit, Adsmurai strengthens its role as a Growth-Tech Partner, helping brands transform marketing into a connected, measurable and scalable growth system. A system capable of connecting channels, decisions and experiences to drive more coherent relationships between brands and people, focused on growth.
About Adsmurai
Adsmurai is a Growth-Tech Partner that helps brands transform marketing into a connected, measurable and scalable growth system. By combining proprietary technology, strategic intelligence, AI, data and human expertise, the company connects decisions, investment, execution and business results to drive more efficient and sustainable growth. Through AMP, Kata and its specialised solutions, Adsmurai supports brands in the management, optimisation and measurement of their marketing strategies, integrating capabilities across paid media, creativity, feeds, measurement, planning, reporting, automation and intelligence applied to growth.
For more information, interviews or additional statements, please contact:
Paula Moreno - paula.moreno@adsmurai.com
Reference notes: ¹ Concept of “measurement asymmetry” in the advertising industry. James Smyllie, founder of Ungu and former president of Initiative APAC, in ExchangeWire, “Has Precision in Measurement Become a Hindrance?” (2026). ² EventTrack 2026, annual brand experience report. Data cited by Phase 2 Coffee Co. and TTEvents. ³ Limelight, “The Power of Experiential Marketing” (2026). Data cited by TTEvents. ⁴ IAB 2026, cited in measurement reports on gaming and emerging channels.