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In this session...

Today’s measurement landscape is pure chaos. Everything from changing consumer behavior and converging media channels to shifting technology standards are fueling the fast-paced and complicated ecosystem. This dynamic prevents consistency for marketers.

So, where should marketers place their bets and invest when it comes to measurement? Will we ever return to a world with a few reliable standards, or will constant change be the new status quo?

The current state is unsustainable and inefficient. Luckily, the obsession with measuring anything and everything may be changing. As external factors usher in a renewed appreciation for brand advertising over pure performance and attribution, there’s an opportunity to take a fresh look at measurement and re-write the rulebook.

The panel will discuss:
What the move back to upper funnel metrics means for defining and measuring outcomes now and in the future
Building measurement strategies with the future in mind
The pendulum shift back to brand marketing and advertising from a hyper-focus on performance and attribution
Redefining measurement for how people view and consume content today, in particular, TV and video/streaming and audio as channels converge View Less

What You'll Learn from This Session...

  1. more to come.
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Presented with


Laura Manning VP of Measurement Lucid, A Cint Group Company
Andrea Zapata EVP, Head of Ad Sales Research, Measurement and Insights Warner Bros. Discovery
Asaf Davidov Director, Ad Measurement & Research, Roku Roku
Travis Scoles SVP, Advanced Advertising Paramount

Event Details

Event Type Session