Better Media Measurement Starts With Business Questions: IAB’s Matt Shapo

Advertisers have acquired an impressive collection of measurement tools over the years. The slightly less impressive part is figuring out what all those tools are actually telling them. For Matt Shapo, senior director of measurement at IAB, the industry’s measurement challenge remains remarkably familiar. Consumers are scattered across more media channels than ever, leaving marketers […]

Last updated Oct 8, 2026 by ATDb automated enrichment