Building Sustainable Measurement Frameworks


Key Takeaways:

  • Media consumption is changing. Changes to browser-based identifiers and new privacy laws mean that marketers need to create new frameworks that allow them to understand consumer intent and build solutions that enable them to effectively measure their digital advertising campaigns.
  • The key is to work with the IAB, industry partners and agencies to develop a common language and currency in order to understand technological advancements and secure consistency in your measurement approach.
  • New initiatives such as the Partnership for Addressable Media will help brands and marketers tackle the loss of identifiers, cookies, and solve the challenge of media and channel fragmentation.




Whilst marketing has become infinitely more measurable, the question of what and, with the retirement of the third-party cookie, how to measure has become increasingly complex. Marketers are seeking harmonized definitions, measures, and metrics across three areas of ad effectiveness measurement; Media (improve delivery), Brand (impact brand), and Sales Effectiveness (increase sales), to assess marketing effectiveness across all media channels.

Most marketers now agree there is no single measurement methodology and no killer KPI to answer all needs. Instead, a measurement framework is required with a suite of methodologies and KPIs that monitor short and long-term success. This session discusses the steps in creating a sustainable and holistic marketing measurement strategy using methodologies across all three areas that can weather business and technology change and provide robust cross-media evaluation including insight into new media formats such as DOOH and Connected Television (CTV).


Time: 9:40 – 10:15am AEST


Angelina Eng, VP of Measurement & Attribution, IAB Tech Lab
Imran Masood, Country Manager, ANZ, DoubleVerify
Paul Sinkinson, Managing Director, Analytic Partners
Moderator: Gai Le Roy, CEO, IAB Australia 


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