Signals Behind the Strategy: "TV Measurement is Everywhere"
As media, data, and measurement continue to evolve, marketers need a clearer way to connect campaign investments to business outcomes. In this VAB State of TV Measurement session, Benjamin Vandegrift, SVP, Measurement Strategy & Innovation at VAB sits down with IQVIA Digital's Justin Rosen, Head of Measurement, to discuss how a data-first approach, strategic partnerships, and innovations like AI and data clean rooms are helping marketers simplify complexity and make smarter measurement decisions
Here’s what you will learn:
- Adopting a Measurement Everywhere Mindset: Learn why leading marketers are moving beyond campaign reporting and embedding measurement throughout the entire marketing lifecycle, from planning and activation to optimization and outcomes.
- Turning Data Complexity into Actionable Insights: Discover how high-quality data, privacy-first practices, and data collaboration solutions can help marketers overcome fragmentation and create a more complete view of audience engagement and performance.
- Driving Better Outcomes Through Innovation and Partnerships: Explore how emerging technologies, data clean rooms, and strategic partnerships are connecting media exposure to real-world business results, helping brands measure impact more effectively across channels.
