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12:00 – 12:05pm
Welcome
Paul Donato – Chief Research Officer, ARF

12:05 – 12:20pm
Measuring effectiveness: ROI for the Short and Long term
Being able to measure and balance long-term brand building with short-term performance marketing goals is critical for marketers as budgets become tighter. Hear how Google has been innovating on measurement, alongside evolving consumer habits, and how AI-powered advertising solutions are the best tools to help you drive ROI.
Rodrigo Carone – Director, Video Measurement Solutions, Google

12:20 – 12:55pm
Panel Discussion/Audience Q&A: Media Measurement and Experimentation in an AI-integrated World
Leaders from Google and HP will share their perspectives on the changing landscape of measurement tools, shifting mindsets from precision to prediction, and leveraging AI-driven tools to achieve marketing and business outcomes.
Emily Hutchison – Principal Measurement Lead, Google
Stephen Mangan – Head of Cross-Media Measurement for Agencies, Platforms and Client Solutions, Google
Kumar Subramanyam – Global Head of Marketing Data Sciences, HP Inc.
Moderator: Paul Donato – Chief Research Officer, ARF

12:55 – 1:00pm
Closing Remarks
Paul Donato – Chief Research Officer, ARF