State of Data Webinar: Beyond ROAS – Measuring Business Impact That Matters

Matt Shapo is Director of Digital Audio and Video in IAB Media Center where he works to advance the interests of the digital marketing community by driving industrywide education, supporting technological innovation, and promoting collaboration and strategic partnerships between the buyers and sellers of ad supported media.

Matt’s primary responsibilities include leadership of industry conversations about important trends, business practices, and research across multiple disciplines ranging from brand safety and suitability, programmatic advertising, and creative best practices, to privacy-compliant audience targeting, measurement and attribution, and omnichannel media planning.

With over 20 years of marketing and editorial experience in the radio and record industries, one of Matt’s key areas of focus at IAB is education and evangelism regarding the efficacy of digital audio advertising and its increasingly important role on brand and agency media plans.

Stan Turek leads InMarket’s Measurement Business, overseeing product strategy, go-to-market execution, and full P&L for one of the industry’s most trusted measurement platforms. Under his leadership, the measurement platform — spanning Retail, CPG, and Dining Sales Incrementality; Unified Measurement; and Marketing Mix Modeling — has earned the MarTech Breakthrough Award for “Best Advertising Measurement Platform,” a 2025 BIG Innovation Award for LCI, and the 2026 TikTok Partner Innovation Award for Innovation in Measurement. He also led the strategic expansion into MMM through the acquisition of an AI-first MMM solution.

Prior to InMarket, Stan served as SVP of Data at Numerator, where he lead the initiative to double the company’s first-party consumer panel and built the industry’s first omnichannel characteristics framework. Before that, as GM of Analytic Solutions at Catalina Marketing, he launched HUB360, an analytics platform integrating media exposure with sales outcomes for CPGs.

Stan built his operator foundation over 18 years at PepsiCo, rising through sales, analytics, innovation, marketing, and retail strategy — including founding leadership roles in the company’s Advanced Analytics Center of Excellence and its first Agile product innovation practice.

That brand-side perspective shapes his conviction that measurement only matters when it changes how marketers act. A featured speaker at Advertising Week and the Transformational CMO Assembly, he is a frequent voice on brand analytics, marketing measurement, and real-world application.

Stan holds an MBA from the University of Dallas and lives in Tampa with his wife and son.

Maggie Zak is Executive Vice President of Analytics & Engineering at Havas Media Network, where she leads the integration of data, analytics, and technology to drive smarter marketing decisions and measurable business outcomes.

With more than 25 years of experience across advertising and marketing, Maggie has built her career at the intersection of analytics, business strategy, and innovation. She is passionate about advancing measurement beyond traditional performance metrics to better understand the true impact of marketing investments, helping brands connect media effectiveness to broader business objectives and growth.

Maggie also serves on the Measurement Board at the Interactive Advertising Bureau (IAB), collaborating with industry leaders across agencies, brands, publishers, and ad tech to advance more consistent, transparent, and meaningful approaches to measurement. Her work and perspective span incrementality, attribution, marketing mix modeling, and the evolving approaches needed to measure effectiveness across an increasingly complex media landscape.

A strong advocate for combining human expertise with emerging technologies, Maggie is focused on helping organizations turn measurement into actionable intelligence that informs strategic decisions, improves marketing effectiveness, and drives business value.