Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
October 19, 2023 from 10:00 AM – 1:30 PM ET (In-Person) & 10:30 AM - 12:30 PM ET (Virtual)

I. CHECK-IN & REGISTRATION (10:00 – 10:20 AM ET) *In-person Only
Arrival at TikTok's NYC Office for check-in and registration.

II. WELCOME & INTRODUCTIONS (10:20– 10:30 AM ET)
Our meeting will kick-off with welcome remarks and introductions from Jackson Bazley, EVP of Data, Analytics, & Measurement at the ANA and our committee co-chairs Greg Pharo, Global Senior Director, Communications and Marketing Effectiveness at The Coca-Cola Company and Vera Greenberg, Director, Head of Strategic Initiatives at Citi.

III. Tiktok: Center of the Internet's Attention (10:30 - 11:00AM)

Learn about attention on TikTok from a set of comprehensive studies they have developed across the globe, over the past three years. Hear arguments, supported by data, that advocate the use of attention metrics as a tool for optimizing ads, and to better understand how advertising works on different channels.

Speaker:
Meredith Zhang, Measurement Partner, TikTok

IV. Measurement in the Age of the Machines (11:00 - 11:30AM)

Measurement has always struggled in its ability to distinguish between what is knowledge vs what is understanding in the advertising business. But in a world where what is useful has far more value than what is true, the machines will now co-exist as Measurement’s thinking partner. AI and its many derivatives now have the ability to “weaponize” the idea of Measurement into real Business Intelligence. In this session Albert Thompson, Managing Director, Digital Innovation at Walton Isaacson will share how the disciplines like Computer Vision, GenAI, and Deep Learning intend to usher in a new era Measurement.

Speaker:
Albert Thompson, Managing Director, Digital Innovation, Walton Isaacson

V. The Next Generation of Measurement: The Future is Unified, Cross-Screen and Cooperative (11:30 - 12:00PM) 

Speaker:
Brian Pugh, Chief Information Officer, Comscore

VI. Member Roundtable (12:00 - 12:30PM)

VII. LUNCH (12:30 - 1:30 PM ET) *In-Person Only

Join the ANA and TikTok for a complimentary networking lunch following the meeting!