In this panel, we will explore data and measurement in the era of Media 3.0, an era of relevance, interactivity, and privacy. We will discuss: What will change post-ad signal loss? Is it time to shift the focus towards outcomes-based measurement strategies, so that planners can connect marketing metrics with business metrics? What proxy measures do we need to resign to the history books? What measurement options are most sustainable, scalable, and privacy-compliant? What is the role for new ‘alternative measurement’ solutions? What new metrics and currencies should we focus on? How will AI/ML impact audience measurement, such as synthetic panels? If Media 3.0 is more interactive, what does that mean for activation/performance advertising? How much of an impact can zero- and first-party data consumer relationships have for brands and media owners – what will we be able to do with that data? In an era of retail media, will brands have more intent and spend data than ever before, and what does that mean for building meaningful relationships with consumers and delivering better advertising?