The consumer journey no longer has a beginning, middle, and end. It has moments, and the brands winning right now are the ones that show up in the right moment with the right signal, whether that's a grocery aisle, a hotel search, or a streaming screen. For too long, in-store media has been measured with tools that confuse correlation for impact, while digital has promised precision it couldn't always deliver. That gap is closing fast. Expedia Group brings over 70 petabytes of first-party travel data, connecting advertisers to hundreds of millions of travelers across its brands with behavioral signals that extend well beyond the transaction. Liane Nadeau of Digitas has been bridging the divide between direct and programmatic buying, designing experiences for people, not just delivering ads to them. And Liz Roche is building the measurement infrastructure to prove it all works, helping brands understand whether their media investment is creating new demand or simply capturing sales that would have happened anyway. Together they make the case that data is not the destination, it's what gets you there.
