It's never been easier to waste budget on sales you would have got anyway, and never been harder to measure effectively and know what's genuinely driving growth. The average advertiser now uses nearly four different measurement approaches to make marketing decisions, yet over half (55%) report getting contradictory results. In this session, Emily Tantot and Pete Buckley from Meta cut through the noise, sharing the latest innovative thinking in aligning measurement with the goals businessses actually want and the media investment brands are making.