Closing the Loop: Data Interoperability Turns Audiences Into Measurable Media

Most brands have spent years building governed, first-party data, yet that data and their media buying still live in disconnected systems. But how do you really lower media costs and find higher unique reach? Join an open conversation on connecting martech identity directly into the adtech bid stream and closing the loop with real measurement with a diverse panel for industry perspectives. They'll share the insights, best practices, and lessons behind results.

Marketing and advertising technology grew up as separate stacks, each with its own identity system, data, and measurement. The industry's answer isn't consolidating onto one platform; it's interoperability, connecting systems through shared identity, MCPs, interconnected skills and models so a brand can easily rationalize impact across the ecosystem. In this open dialogue, the panel will share insights, best practices, and hard-won lessons on connecting a brand's customer database directly into the adtech bid stream, resolving owned audiences against dozens of biddable IDs to reach cookieless and unauthenticated users, and closing the loop with measurement that flows real impression data back into the customer journey. The panel will unpack what it actually takes to make martech and adtech interoperable, and how that work has driven lower media cost and higher unique reach.