Most media company insights teams already understand the value of advertiser measurement. Brand lift and incrementality insights can strengthen renewals, support upsells, and help sales teams prove impact. The challenge isn’t belief—it’s the time and effort required to execute. Too often, teams are pulled into manual setup, fragmented workflows, and time-consuming reporting, leaving less room for the strategic work that drives the business forward.

In this session, we’ll explore how leading teams are simplifying measurement workflows to reduce operational overhead and accelerate time-to-results. By streamlining tagging, survey setup, reporting, and study management, teams can reduce back-and-forth and deliver more consistent, sales-ready insights across more campaigns—without straining already stretched resources.

The impact goes beyond efficiency. When measurement becomes easier to deploy and scale, Insights teams can shift from back-office support to a more strategic role in revenue growth—spending more time shaping narratives, advising on performance, and contributing to advertiser conversations. We’ll also touch on how a more flexible approach to measurement opens the door to broader capabilities, from scalable brand lift to deeper outcomes-based insights.