By 2026, Brunei has seen a significant increase in businesses adopting multi-touch attribution models, reaching 68%. This shift reflects a growing recognition of the importance of accurate marketing attribution for optimizing ad spend and improving campaign performance. Digital engagement remains high, with users visiting websites an average of 15 times monthly, indicating strong online activity and interest in local brands.
The share of digital advertising budgets dedicated to attribution tools has risen to 45%, showcasing the country's commitment to data-driven marketing. The ROI from digital campaigns averages USD 7.50 per USD 1 invested, highlighting the effectiveness of current strategies. Additionally, 32% of firms have integrated AI-driven attribution, pointing toward a move toward more sophisticated analytics for better decision-making.