Advertising Week NYC 2025: The New Age of Measurable Media

During Advertising Week New York, AppsFlyer participated in discussions with industry leaders from Roku, Tinuiti, GoPuff, and US Soccer, focusing on measuring performance across connected TV (CTV), mobile, and AI-driven channels. Brian Quinn, President and GM of North America at AppsFlyer, highlighted agentic AI's potential, with ChatGPT's SDK integration enabling brand experiences within conversational ecosystems. However, measuring ROI across these emerging channels remains a challenge.

In a Flyerside Chat, Roku's Dan Lapinski emphasized that while last-click attribution has its place, CTV success depends on understanding incremental impact. Tinuiti's Harry Brown stressed incrementality for proving campaign results and the next phase of turning measurement insights into data activation and audience building. Panelists agreed CTV has become easier and more cost-effective, creating a window for advertisers before prices rise.

Another panel with GoPuff, US Soccer, and M&C Saatchi Performance discussed aligning brand and performance goals through unified measurement. Tyler Stewart from GoPuff noted reframing brand marketing to drive measurable behavior, while Ange Morris from US Soccer emphasized working with transparent partners. Key takeaways: cross-channel measurement is non-negotiable, incrementality proves real impact, data activation is the next frontier, and alignment beats automation.

The central theme is that marketers need clarity and proof of performance, and unified measurement frameworks are essential regardless of channel.