Observed Signal · Jul 8, 2026 · Panel Discussion · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Measurement & Analytics Market: Modern Marketing Measurement: Embrace Good Over Perfect
A panel hosted by The Drum featuring Laura Manning (Cint), Anna Miller (Roku) and Benjamin Felix (TripleLift) argued that marketers should prioritise timely, continuous measurement over waiting for flawless frameworks. The speakers warned that simple media outputs (eg, impressions or last-click) no longer satisfy leadership and called for full-funnel approaches that link brand perception, attention and sales. They recommended treating measurement as an ongoing feedback loop using first-party data, testing and optimisation to improve real-time performance. The discussion highlighted the role of brand-building channels such as CTV in influencing outcomes earlier in the conversion journey and encouraged marketers to adopt practical, iterative measurement systems rather than seeking unattainable perfection.
Practical guidance on measurement and full-funnel approaches is relevant to advertisers and measurement vendors but does not announce major platform policy or product changes.
Key Takeaways & Evidence Grounding
- Panel included Laura Manning (senior vice-president of global measurement at Cint), Anna Miller (head of ad measurement and research at Roku) and Benjamin Felix (chief marketing officer at TripleLift).
- Speakers argued that reporting media outputs (for example, impressions) is insufficient for modern leadership teams.
- The panel recommended full-funnel measurement that connects brand perception, attention and purchase behaviour.
- Measurement should be a continuous feedback loop using first-party data, testing and optimisation rather than a post-campaign snapshot.
- Panel highlighted that brand-building channels such as CTV can influence outcomes well before conversion.
Connected Companies & Entities
3 Entities mappedCint
Programmatic research marketplace and ad measurement platform.
“That’s the advice from Laura Manning, senior vice-president of global measurement at Cint, speaking with The Drum alongside Anna Miller, hea...”
Roku
Connected TV platform combining streaming, advertising and app distribution.
“That’s the advice from Laura Manning, senior vice-president of global measurement at Cint, speaking with The Drum alongside Anna Miller, hea...”
TripleLift
Creative-first SSP for curated programmatic advertising.
“That’s the advice from Laura Manning, senior vice-president of global measurement at Cint, speaking with The Drum alongside Anna Miller, hea...”
Ontology Mapping & Concepts
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