The IAB State of Data 2026 report examines how marketers and agencies are navigating a measurement ecosystem that is fundamentally broken, shaped by privacy changes, fragmented proprietary platforms, and inconsistent cross-channel approaches that limit the ability to connect media exposure to business outcomes. Based on buy-side research, the study explores how AI can play a practical, additive role in strengthening marketing mix modeling (MMM), cross-channel attribution and multi-touch attribution (MTA), and incrementality, along with the underlying data infrastructure that supports them.
In this webinar, Angelina Eng and Meredith Guiness of IAB, joined by Larry Cohen, unpack the findings and outline a pragmatic roadmap for reducing waste, improving interoperability, and making smarter, more resilient measurement investments over the next one to two years.
With over 20 years of experience leading analytics and data science functions for Fortune 100 clients, Larry Cohen is a seasoned practitioner who specializes in generating incremental revenue through data-driven strategy. Currently the Co-Founder and Principal of Copper Sparrow, Larry offers a unique blend of client, agency, and advisory expertise from leadership roles at Getty Images, Publicis Epsilon, IPG Mediabrands, and Starwood Hotels & Resorts. He is a pioneer in “Agentic Analytics,” recently leading high-impact AI engagements that defined the next generation of actionable data insights. A dedicated educator and industry voice, Larry also serves as an Adjunct Professor at NYU School of Professional Studies, Baruch College and Yeshiva University on the topics of AI and Marketing. He also is a frequent speaker in the Salesforce ecosystem on the digital transformation of marketing and marketing attribution.
Angelina leads industry efforts to modernize measurement and make advertising more intelligent, accountable, and future-ready. A 30-year industry veteran, she’s led data and media transformation at Morgan Stanley, Merkle, dentsu, and Publicis, guiding marketers to rethink how impact is defined and proven. Named a Top Women in Media & Ad Tech – Industry Impact Honoree and recipient of the AdExchanger and AdMonsters Digital Media Leadership Award, she brings a bold, future-focused lens to how creativity, data, and intelligence shape the next evolution of advertising.
Meredith Guiness is a seasoned insights professional, with nearly 10 years of experience across research, analytics, and digital planning. For the last 3.5 years, she’s been an integral member of the IAB Research & Insights team, providing research-based thought leadership to IAB’s client base of over 700 companies and the wider the digital advertising and marketing ecosystem. Meredith is passionate about data-driven storytelling, bringing to life the meaning (the “why”) behind marketplace trends and the evolving digital media, data, e-commerce, and consumer ecosystems.
Prior to IAB, she spent the majority of her career agency-side at MediaCom, holding positions across digital planning and analytics, and serving clients across a vast range of industries including pharmaceutical, professional/career services, gaming, travel, and non-profit organization management. While at MediaCom, Meredith was responsible for analyzing and consulting clients on digital ad performance/measurement, developing cross-channel measurement plans, and establishing best practices on cross-functional collaboration, among other functions. Meredith holds bachelor’s degrees in Psychology and Italian Studies from Emory University.
