Filmed at DMEXCO 2026 in Cologne, FutureWeek caught up with Dimitris Beis, Data & Innovation Strategist at IAB Europe for a wide-ranging conversation on where digital advertising measurement is heading and how the industry is navigating the latest wave of AI.
Beis makes the case for why growth, not just efficiency, should sit at the heart of how marketers measure success, and what it takes for brands and publishers to move beyond short-term cost metrics toward outcomes that build long-term value.
