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A dynamic multi-platform panel bringing together leaders across streaming and video to explore how first-party data integration is enhancing audience measurement. As the media ecosystem becomes increasingly fragmented, first-party data is emerging as a critical signal for enhancing audience understanding and measurement. This session will examine how new data signals can deliver richer audience insights, stronger cross-platform measurement, and greater value for advertisers, agencies, broadcasters, and platforms, while highlighting the collaboration needed to build the next generation of trusted, privacy-conscious measurement solutions.