Join Jesse Math, VP of Strategic Partnerships at Keen Decision Systems, in conversation with Devyn McHugh, Director of Programmatic at Quigley-Simpson. They unpack full-funnel measurement that goes beyond weekly reports and last-touch attribution, with practical ways to capture both upper-funnel brand impact and lower-funnel conversions.You’ll learn how to:• Apply layered measurement combining multiple attribution approaches• Treat programmatic as a cross-channel technology for journey measurement• Balance short-term KPIs with long-term brand growth• Move beyond last-touch to reflect the complete customer journey• Choose channels based on full-funnel performance, not isolated metrics• Use probabilistic methods to understand complex journeys• Navigate independent agency realities while sustaining growthDevyn shares hands-on tactics: educating stakeholders on journey complexity, using retargeting as a gateway to broader strategies, and maintaining user experience while meeting performance reporting needs.Perfect for: programmatic pros, media strategists, measurement specialists, customer journey analysts, and digital advertising leaders seeking full-funnel, sustainable growth.

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