In a fragmented media landscape, understanding where your budget actually works - and where it doesn’t - has never been harder. While audiences move seamlessly across screens, measurement often remains stuck in silos, leaving advertisers blind to duplication and wasted reach.

In this session, Bruno Furnari, CPTO at AudienceProject, explores what overlapping reach is costing your media budget - and how to fix it. Moving beyond theory, he breaks down the four key approaches to cross-media measurement, why each falls short on its own, and how a hybrid model combining panel data, big data, and AI can deliver a more actionable view.

Through real-world examples, Bruno will challenge how you think about the “next £ spent” - what it truly delivers, and when it stops delivering anything at all. The takeaway: in 2026, winning brands won’t wait for perfect measurement - they’ll act on insights that are good enough, fast enough, to stay ahead.