Brands need to be able to effectively allocate and maximise return on marketing budgets, and measurement frameworks supports brands to determine the effectiveness of their activity. In this session, we’ll explore the future of the measurement framework: What are the tools available and where can they add value? What will change post-ad signal loss? What are the benefits of external and in-house capabilities and how to drive action regardless of ‘ownership’? How will AI and ML turbocharge marketing mix modelling (MMM)? What are the potential benefits for deploying technology such as AI to deliver cost efficiencies and enhance campaign performance? How will we be able to incorporate real-time data and automation to make more informed decisions, and in-flight campaign optimisations?