Get ready for an electrifying exploration into the heart of the ongoing debate surrounding TV ad measurement. In an era marked by unprecedented data availability and shifting viewer habits, the efficacy and accuracy of TV ad measurement techniques have become a hot topic of contention. This session will bring together industry luminaries, data scientists, and advertising gurus to dissect the complexities of TV ad measurement. From traditional Nielsen ratings to advanced attribution models, we'll examine the pros and cons of various measurement methodologies, exploring their impact on advertising strategy, ROI assessment and media planning. Prepare to be enlightened, challenged, and inspired as we navigate the labyrinth of TV ad measurement and chart a course towards greater transparency, accountability and effectiveness in the ever-evolving world of television advertising.