From Outdated to Cutting-Edge: The New Rules of Measurement

As consumer behavior evolves and media channels multiply, outdated measurement models no longer deliver the insights brands need. This session unpacks the future of analytics, from cookieless tracking and cross-channel attribution to AI-powered insights and first-party data strategies. Discover how leading brands are using predictive modeling and alternative identifiers to sharpen measurement, maximize performance, and stay ahead of rapid industry shifts. Hear from your marketing expert peers on the emerging technologies and transparency standards that will shape the next era of data-driven marketing.