IAB Australia held its Measure Up conference this week on ad effectiveness in Australia.
The event kicked off with an opening address from the CEO of IAB Australia, Gai Le Roy, who welcomed guests and introduced the speakers set to discuss the path to decarbonising advertising.
Guest and speakers included: June Cheung, head of JAPAC, Scope3 ;Carolyn Cosgrove, partner, PwC; Seb Rennie, chief investment officer, GroupM; Adam Roberts, sales director AUZ; and Jonas Jaanimagi, technology lead, IAB Australia.
Gai Le Roy told AdNews: "It was no coincidence that the sustainability panel was the first session of the day, with the industry urgently needing to find the most effective ways to measure, manage and reduce carbon emissions created by our industry.
"Themes coming through on the day were anchored around finding new measurement models that help give advertisers the best understanding of their media investment in a market where there increasing challenges, both technical and regulatory, to be able to achieve that goal.
"There was visibly some nervousness around the economic environment over the next year but many of the analysts and researchers at the event indicated that they have been working with clients and agencies early to ensure that they have the data and results needed to ensure they can continue to invest for business growth."
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