Connecting siloed data sources and disparate measurement components to make sense of an evolving and fragmented commercial media landscape will be crucial on the road to Media 3.0, an era of relevance, interactivity, and privacy as a right. In this fireside chat, LEAD Consulting and HSBC will explore the data and measurement challenges that face marketers as we transition to this future, and the opportunities to overcome these challenges. Questions will include: How can marketers navigate fragmented data sources, platforms, and channels, to integrate and consolidate data and create a holistic view of media performance? How is HSBC navigating the lack of standardised measurement frameworks, and in its absence, what opportunities exist to compare and benchmark marketing performance? How do marketers at HSBC ensure that their measurement practices comply with data privacy regulations and maintain the security of customer information? How can marketers establish real-time measurement capabilities to make data-driven decisions in-flight?