Marketers are confident in fewer channels than they think, and that concentration of confidence is driving where budgets go. That’s one of the clearest signals from the 2026 Haus Decision Confidence Index. When you look at how marketers evaluate performance today, confidence isn’t evenly distributed. It’s concentrated. And that concentration is starting to dictate investment decisions in ways that should feel familiar to anyone who’s sat in a budget review with finance. Measurement confidence is a marketer’s ability to clearly explain and defend a channel’s impact on revenue. If you ask marketers which channels they can confidently defend from a measurement and ROI standpoint, the list is surprisingly short. Google Search and YouTube sit at the top, each with 57% of respondents saying they feel confident defending those investments. When combined, that jumps to 75%. *Source: 2026 Haus Decision Confidence Index* After that, there’s a noticeable drop-off.…