Jenny Wilkie is a Senior Marketing Analyst at Channel 4, specialising in media effectiveness and advertising measurement. She was part of the team that made Channel 4 the first UK broadcaster to adopt Meta’s Conversions API (CAPI) and is now helping to develop Lantern, one of the UK’s most significant cross-broadcaster TV measurement initiatives. Prior to Channel 4, Jenny managed Dentsu UK’s TV Response Optimisation (TVRO) measurement product, helping advertisers measure and optimise the impact of their TV campaigns.