In this session...
Measurement is a fast-moving area at the best of times. But this year, marketer's find themselves battling multiple headwinds: the demise of third-party cookies, new regulations in sustainability reporting, and, of course, the growing influence and impact of AI. In this talk, Paul Stringer, Managing Editor of Research & Insights at WARC, will discuss these key challenges, focusing on what marketers can do to keep pace with emerging best practices in measurement.
What You'll Learn from This Session...
- AI-generated synthetic data is going to reshape marketing practices and help democratise marketing research
- Advertisers are not prepared for the phasing out of third-party cookies
- Advertisers are failing to measure the full impact of their marketing activities, leaving significant value on the table
