Agenda

Four years in the making, this revolutionary, never-before-done methodology shares the ROI of the brand and its impact on sales, customer acquisition, and retention. Join this session to see what we’ve learned from the last four years of brand research.

Marketing analytics has rapidly evolved into true commercial measurement, shifting C-suite expectations from occasional insights to always-on, embedded decision-making tools. Leaders must assess their organization’s maturity and build roadmaps for AI-driven optimization that delivers measurable revenue impact. 

Join Jon Francis (GM) and Doug Brooks (Ipsos MMA) as they explore GM’s transformation, along with transformation stories across industries connecting marketing, finance, operations, and agency partners through unified commercial measurement. This interactive discussion will feature real-world case studies, best practices, and industry benchmarks—covering AI use cases, marketing data strategies, and demystifying ad-tech for executives. 

Sharpen your approach. Measure what matters. Drive business impact.

Creator-led content has redefined how audiences connect with stories—and it’s reshaping expectations for advertising on CTV. In this interactive discussion led by Tubi, we will explore how brands can tap into creator energy in ways that feel authentic, not forced. This candid conversation is all about what’s working, what’s not, and where we go next. Bring your questions, ideas, and experiences—this session is built for dialogue.

Marketing leaders are under mounting pressure to justify every dollar spent, yet many are still relying on legacy models—like traditional Marketing Mix Modeling (MMM)—that don’t reflect the speed or nuance of today’s media strategies. These models often overlook the full impact of digital and highly targeted campaigns, leading to underinvestment in key growth areas. 

This session opens a practical dialogue on how Unified Measurement can help close that gap. It explores an evolution of MMM—one that combines historical modeling with real-time experimentation to improve accuracy, agility, and cross-functional trust. Attendees will hear a brief framing presentation, then engage in a peer discussion focused on how to modernize measurement to better reflect performance, defend media budgets, and enable more informed decisions. 

This is a collaborative exchange of what's working—and what’s getting in the way. CMOs will walk away with a clearer sense of how peers are navigating measurement modernization, what tools and alignment strategies they’re testing, and where the industry is headed next. 

Marketers have been focused on attention for years—but translating those signals into measurable outcomes has often been slow and fragmented. In this interactive session, we’ll explore what it takes to bridge that gap with greater speed and clarity.

You’ll hear how the iFit brand NordicTrack used new integrations between Upwave and Adelaide to dramatically streamline their approach—cutting validation time by 80%.

More importantly, we’ll open the conversation:

• What barriers do you face in connecting attention to results?
• How can shared insights help us rethink inefficient programmatic spend?
• Where do we go from here as the industry evolves past basic metrics? 

Join us for a practical exchange on how smarter attention metrics can shape more effective media strategies and reduce wasted investment.