IAB Measurement Leadership Summit

We invite you to arrive early and take in the beauty and charm of the North Shore before the event begins. The Glen Cove and Oyster Bay areas offer a variety of local gems, from scenic parks and historic mansions to cozy cafés and waterfront strolls.

Pick up your badge and welcome bag before the reception begins. Hotel check-in at the Mansion at Glen Cove starts at 4:00 PM.

Step into the splendor of the Roaring Twenties at our Gatsby themed dinner reception, set against the historic backdrop of The Mansion at Glen Cove, an icon of the Gold Coast era. Channel the glamour of the Jazz Age as we gather for an evening of elegance, dinner level fare, and classic cocktails.

The evening continues with a cozy and exclusive nightcap at Glen Cove's hidden speakeasy, tucked away on the mansion's third floor.

Marketing Mix Modeling (MMM) is back in the spotlight—but today's marketers need more than a legacy model built for a linear world. In this panel, top MMM providers will unpack the biggest challenges in modernizing MMM, from outdated data inputs and underrepresented channels like CTV, gaming, and retail media, to the struggle of capturing always-on strategies like influencer, gaming, podcast and social.

Marketers today are grappling with fragmented platforms, messy data pipelines, and KPIs that often miss the mark. In this session, Shirofune, an AI-based ad management platform, and Direct Agents, a full-service growth marketing consultancy, explore how AI is helping shift measurement from surface-level automation to meaningful outcomes.

As regulations grow stricter and identifiers disappear, measurement leaders are being asked to do more with less—less signal, less access, and more accountability. This panel brings together experts across legal, data strategy, and media to explore how privacy compliance is being translated into real-world marketing and measurement practices.

Every brand wants to know what's working—and every agency wants to prove it. But with fragmented platforms, missing signals, and ever-shifting KPIs, attribution across online, offline, and in-store has become less science, more scavenger hunt. In this panel, agency and brand leaders share their front-line perspectives on what it really takes to connect media investment to meaningful outcomes across today's complex landscape.

Traditional marketing mix models weren't built for today's dynamic platforms—and emerging players are feeling the strain. In this fireside chat, we'll unpack the unique measurement challenges they face, from navigating the blurred lines between paid and organic, to proving platform impact across disparate budget lines.

After a morning of fireside chats, panels, and presentations, we'll shift gears into an open Town Hall designed to ground our collective ambition in real-world action. This session is your chance to reflect on what you've heard, voice what matters most to your organization, and shape the conversations heading into the afternoon's breakout sessions.

These collaborative forums are designed to empower participants to take insights back to their teams, fostering immediate implementation and driving measurable impact. Moreover, the collective outcomes and feedback from these breakouts will inform IAB's future workstreams, ensuring that the industry's evolving needs are met with innovative solutions and leadership.

Meet Sarah—a 38-year-old working mom whose day is filled with podcasts, programmatic CTV, digital grocery apps, TikTok snack hacks, and impulse store buys. Yet if you looked at a traditional Marketing Mix Model (MMM), you'd think she was glued to linear TV and display ads. In this hands-on breakout, we'll explore how today's MMM frameworks continue to undervalue the media that actually reaches real people like Sarah.

Today's consumers move fluidly between screens, stores, and social feeds—but most measurement strategies still treat those environments like separate planets. In this breakout, we'll tackle the real-world challenge of evaluating performance across traditional and digital channels—online, offline, and in-store.

With AI becoming a core driver of measurement and modeling, and privacy regulations reshaping how data can be collected and activated, today's measurement leaders face a fundamental challenge: How do we scale responsibly? In this breakout, data experts from agencies, brands, ad tech, and media companies will collaborate to explore how to build measurement systems that are not only AI-enabled, but privacy-resilient, interoperable, and built to support incrementality.

Attendees will reconvene and delve into the insights and strategies discussed during the summit's three interactive breakout sessions. We'll synthesize key takeaways, identify actionable solutions, and engage in dynamic discussions that bridge theoretical concepts with practical applications.

Wrap up the event with us and connect with fellow attendees over light bites and refreshing beverages in the elegant Oak Room.

Before you hit the road, stop by the Meadow Room between 8:00 AM and 10:00 AM for an optional continental breakfast, included for hotel guests. Checkout at The Mansion at Glen Cove is at 12:00 PM.