Hosted by the Association of National Advertisers in partnership with Gain Theory, this one-day, members-only conference will feature marketers presenting a wide range of measurement topics, challenges, and opportunities you won’t want to miss. Elevate your measurement practice with a full day of expert-led discussions, interactive Q&A sessions, and valuable networking with peers.
When:
Start: Thursday, May 28, 2026 at 9:00am
End: Thursday, May 28, 2026 at 3:00pm
Where:
Sky Theatre
3 World Trade Center
175 Greenwich Street
New York, NY 10007
Gain Theory Session
The Confidence Equation: Turning Measurement into Competitive Advantage
Speakers:
Laura Laird, Senior Director, Gain Theory
Vignesh Kumar, Senior Director, NBCU
Most measurement programs are still built around a trade-off: you can measure performance channels well, or you can measure brand, but rarely both, with equal confidence. The result is that the channels doing the most important long-term work, brand building, demand sustaining, future-growth driving, are consistently undervalued, and consistently under-defended when budgets come under pressure.
The brands pulling ahead aren’t accepting that trade-off. They’re building measurement programs that capture the full value of their investment, not just what’s easy to attribute, but what’s genuinely driving growth over time.
In this session, Laura and Vignesh will explore what it actually takes to build that kind of program, and what happens when you do. If you’re under pressure to justify marketing investment, or to defend the channels that matter most to your long-term growth, this session is designed for you.
