Aliya Paracha is an Insight Controller at Sky Media, where she leads innovation across measurement and media effectiveness. Recognised for turning complex commercial and measurement challenges into clear, actionable solutions, she led the development of Sky's multi-award-winning Web Attribution capability and now plays a leading role in shaping Lantern, one of the UK's most significant cross-broadcaster measurement initiatives. Aliya is passionate about using data and technology to help advertisers better understand and maximise the impact of TV advertising