Measurement & Attribution:
A MasterClass with Prohaska Consulting and The IAB
SEP 28, 2022 / 8:30 AM – 5:00 PM EST

Any marketer who is responsible for outcomes is equally responsible for measurement; with the tech tax approaching 50% of media budgets, proving ROI is more important than ever. Yet, most organizations struggle with multiple models, multiple owners, and escalating costs. We believe that the key to success lies creating and curating the data needed to drive better investment decisions. Our goal is to teach clients how to build the data sets that will power decision making and drive better performance across all media channels.

With this goal in mind, we’ve partnered with The IAB to present this full-day, in-person workshop designed to educate marketing professionals on future-forward measurement & attribution. Attendees will learn strategic approaches and methodologies for holistic and multichannel attribution, the nuances of applied measurement, and discuss hot topics with industry-leading providers and topical experts.

  • Where: The IAB Ad Lab 116 East 27TH St., 8th floor New York, New York 10016
  • When: SEP 28, 2022 / 8:30 AM – 5:00 PM EST
  • Cost: $499 – IAB Member $599 – IAB Non-Member


Rudy Grahn
Rudy Grahn
Global Strategy Lead, Attribution & Measurement,
Prohaska Consulting
Caryn Klein, Founder & CEO, Empire Insights
Caryn Klein
Global Lead, Research, Attribution, and Measurement
Prohaska Consulting


Marc Guldimann, Adelaide
Marc Guldimann
Co-Founder and Chief Executive Officer
Adelaide Metrics
Scott from Disqo
Peter Brown
Vice President, Ad Measurement
Allyson Dietz
Allyson Dietz
Senior Director, Marketing Solutions


8:30 AM – 9:00 AM
Arrivals & Breakfast

9:00 AM – 9:15 AM
Introduction & 101 Foundation Building

9:15 AM – 9:45 AM
Measurement Strategy Pre-Requisites: ROI & Measurement

9:45 AM – 10:15 AM
Measurement and Data-Driven Decision Making

10:15 AM – 10:30 AM

10:30 AM – 11:15 AM
Sponsor Presentation: Disqo

11:15 AM – 11:45 AM
Holistic & Multi-Channel (MMM, MTA, Cross-Channel)

11:45 AM – 12:15 PM
Channel Specific (TV, Display, Search, Social, Mobile, DOOH)

12:15 PM – 1:00 PM

1:00 PM – 1:45 PM
Sponsor Presentation: TransUnion

1:45 PM – 2:15 PM
Applied Measurement: Full Funnel KPI/Metric Selection

2:15 PM – 2:45 PM
Applied Measurement: Bias, Privacy, and Transparency

2:45 PM – 3:00 PM

3:00 PM – 3:45 PM
Sponsor Presentation: Adelaide

3:45 PM – 4:15 PM
Measurement Hot Topics

4:15 PM – 4:45 PM
Buyer Fireside

4:45 PM – 5:00 PM

Important!: All in-person attendees will be required to show proof of vaccination and comply with IAB’s Event and COVID-19 Policy and Code of Conduct.