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TVOT SF 2024: Plenary Session: Rethink Measurement: Connecting the Two Sides of the “Measurement Coin”

Thursday, March 28th, 2024



When discussing measurement in our industry, practitioners tend to think in terms of one or the other of two approaches: output-based media measurement, which focuses on audience, in-target reach, frequency, viewability—often referred to as “currencies”; and outcome-based measurement, tied to business objectives such as sales, site visitation, viewership and other forms of conversion.

There are plenty of experts on both sides—and a whole lot more debates, with the participants’ views naturally influenced by the part of the business they represent. As a consequence, we seldom evaluate both sides of the measurement coin with a more unified view. Each side seems to operate without connecting to the other, harming brands’ ability to optimize. And when the two sides have to join together, the implementation is often forced and mismatched, and the result is confusion and inaction. It’s time to recalibrate our thinking and approach the two sides of the measurement coin together. Join a group of measurement experts for an open discussion. Panelists include:

  • Helen Katz, EVP of Research, Publicis
  • Leslie Wood, Chief Research Officer,
  • Sable Mi, VP of Analytics, Epsilon (Moderator)
  • Saqib Mausoof, Chief Data Officer, Affinity Solutions
  • Zainab Jamal, Director of Data Sciences and Digital Analytics, Hewlett Packard Enterprise


March 28
3:35 pm - 4:15 pm
Event Category:



TMRW Corp.

Tracy Swedlow & Richard Washbourne

Tracy Swedlow and Richard Washbourne own TMRW Corp., the parent corporation, which produces the InteractiveTV Today (ITVT) Web site and The TV of Tomorrow Show (TVOT) executive conferences. We are headquartered in San Francisco, California.

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