The collection of data and the ability to measure online advertising campaigns is central to powering the digital advertising ecosystem. Measurement systems generate metrics that are the currency for buying and selling advertising. Standardized quality measurement is the basis for understanding how ads perform and if goals are met. With the current state of data being fragmented and with the impending loss of third-party cookies and identifiers, the industry faces significant measurement and attribution challenges.
IAB’s Measurement & Attribution Committee will meet to give updates, discuss current & future challenges that face our industry, and what types of solutions are being implemented.
Not a member of the Measurement & Attribution Committee? IAB members join for free.
Known as one of the pre-eminent voices in the field of Ad Fraud, Shailin co-founded Method Media Intelligence in 2017. As CEO, Shailin has navigated MMI from its infancy as a research based consultancy to its current position as an industry leading measurement and verified data, product company. MMI offers 100% measurement with over 1 year of data storage, giving advertisers and agencies a full view of current and historical ad performance data at their fingertips. MMI’s patented approach has helped to redefine IVT detection as it seeks to update commonly held beliefs within the industry.
Jessica Hogue is a media measurement executive with over 15 years of experience in television, digital and omnichannel advertising. As General Manager of Measurement and Analytics at Innovid, she leads the company’s strategy, design and execution of analytics solutions and partnerships and is passionate about shaping the future of Connected TV with audience insights and modern measurement. Previously, Jessica spent over a decade at Nielsen in a variety of senior roles within Client Services and Product Leadership. She pioneered research in social listening and authored studies on social influencers, digital habits of women and sustainability trends. Recognized by Multichannel News’ “40 Under 40” in 2016, she is a frequent speaker at industry events and an active member of the IAB.
Steve has been a thought leader and expert practitioner in planning, executing and measuring digital media campaigns. After selling his digital media agency in 2010, Steve launched Encore Metrics to pioneer a new category for multi-touch attribution and advanced analytics. Encore was acquired by Flashtalking in 2015 and now provides industry-leading, data-driven insights to brands and agencies around the globe. In his current role, Steve oversees Flashtalking’s data and analytics products, sales, marketing and customer success. He plays an active industry leadership role, serving as Co-Chair of IAB’s Measurement & Attribution Committee and a member of the IAB Diversity Leadership Committee. Steve previously worked in software, finance and consulting after earning an MBA from Harvard.
Orchid Richardson serves as the newly appointed Vice President & Managing Director of the IAB Programmatic+Data Center. She is charged with driving the Center’s mission to define boundaries, reduce friction, and increase value along the data supply chain, for consumers, marketers, and the ecosystem that supports them.
Before joining the IAB Data Center, Orchid was General Manager of Publisher & Media Solutions for 33Across, Inc. where she was responsible for leading the global business strategy & development for both the company’s growth and the growth of their publisher partners. Her successes include leading the development and integration of the 33Across Real Platform with over 250 demand partners, developing a product suite that was the catalyst for the company’s pivot into programmatic and launching the Real Platform in 12 countries located in EMEA, LATAM and North America.
Orchid also served as Head of Digital Operations for Hearst Magazines Digital Media. There, she was responsible for architecting the Hearst Audience Exchange that represented the consolidation of Hearst’s audience data for multiple Hearst corporate units including Magazines, Newspaper, Entertainment, and Broadcast on to one platform for strategic company-wide initiatives.
Before Hearst, Orchid was Senior Director of Advertising Operations & Strategy for BET Networks within the Digital Group. Orchid has also served in management roles at other leading digital companies including Everyday Health, Singer Direct (an Omnicom Media Group Company) and Multimedia Solutions.
She is an alumna of Spelman College and New York University’s Stern School of Business where she holds a degree in Business Administration & International Business.
