
Advertising Week NYC 2025: The New Age of Measurable Media

TL;DR
- During Advertising Week New York, AppsFlyer joined leaders from Roku, Tinuiti, GoPuff, and US Soccer to discuss how marketers can measure performance across CTV, mobile, and AI-driven channels.
- President and GM Brian Quinn explored the opportunities of agentic AI and how ChatGPT’s SDK integration could become a new platform for brand engagement.
- During a Flyerside Chat, Roku and Tinuiti emphasized incrementality and data activation as critical for proving the value of connected TV campaigns.
- Flyerside Chat panelists agreed that CTV has turned a corner, becoming easier and more cost-effective to run — creating a window of opportunity for advertisers before prices rise.
- Marketing leaders agreed that unified measurement, not new technology, is the key to aligning brand and performance goals.
At Advertising Week NYC, one theme consistently emerged: marketers want clarity and proof of performance. Whether it’s connected TV, mobile, or emerging AI-driven experiences, advertisers are focused on understanding how each channel contributes to growth and measurable ROI.
AI’s Emerging Role in Marketing
AppsFlyer President and GM of North America Brian Quinn spoke about the rise of agentic AI and its potential to become a new marketing platform. With ChatGPT’s SDK integration, he described how AI could evolve into a space where brands build and distribute experiences directly within conversational ecosystems.
That shift presents both opportunity and challenge for marketers. As Brian noted, many brands are still working to understand how to measure the impact of brand investment and justify spend across channels. As AI-driven discovery blends with traditional media, marketers need unified frameworks that connect visibility, engagement, and outcome.
Check out the (behind a paywall) presentation from Brian here.

CTV and the Push for Incrementality
During the AppsFlyer Flyerside Chat with Roku and Tinuiti, measurement was front and center.
Dan Lapinski of Roku made the point that “last click isn’t a bad thing, it’s just not something CTV can measure on its own.” Instead, success depends on understanding the incremental impact of campaigns. Harry Brown of Tinuiti added that incrementality has become essential for proving what actually drives results.
The conversation highlighted how brand and performance teams are beginning to work from the same playbook. Roku pointed to continued consolidation of media and measurement and predicted more integrated shopping experiences within CTV. Tinuiti’s Brown emphasized the next phase: turning measurement insights into data activation and audience building.
“There’s no better way to understand how someone will spend than by looking at what they’ve already been spending on,” Brown said.
The panel also noted that CTV has made major strides in the past year. Creative production, once expensive and a blocker for many advertisers, is now far more accessible. Running CTV campaigns has become easier, with improved tools and more flexible buying options. Panelists agreed that the channel has reached an inflection point — one that’s likely to lead to explosive growth. Prices remain relatively low for now, offering a window for advertisers to get in while the opportunity is still strong.
Watch more perspectives from advertisers on the future of CTV from the floors of Advertising Week.
Measurement as a Growth Strategy
In a panel with GoPuff, US Soccer, and M&C Saatchi Performance, leaders discussed how clear, consistent measurement aligns marketing and business objectives.
Tyler Stewart, Head of Brand Marketing & Creative Partnerships at Gopuff spoke about turning brand attention into measurable behavior, connecting creative impact to actions that drive growth. This reframes brand marketing as an engine for measurable outcomes, not just awareness. It reinforces that creative storytelling and performance data must work hand in hand.
Ange Morris, VP, Audience Growth, Experience, & Values at the U.S. Soccer Federation highlighted the importance of working with partners who bring consistency and transparency to performance reporting. For large organizations managing multiple campaigns and stakeholders, this level of alignment ensures that marketing activity supports business goals and can be evaluated with confidence across every channel.
As Brian Quinn noted during the panel, “The challenge isn’t the technology. It’s getting organizations to align on what measurement means and how to use it to drive decisions.”

The Path Forward Requires Outcomes
Seeing the advertising industry come together for these tentpole moments always gives a great temperature check on where we are, and where we’re going. The industry is certainly in
Key Takeaways
- Cross-channel measurement is non-negotiable. Marketers need a unified approach that connects insights across CTV, mobile, and AI environments.
- Incrementality proves real impact. As CTV grows, success depends on understanding lift, not last-click attribution.
- Data activation is the next frontier. With reliable measurement frameworks in place, marketers can focus on audience building and predictive insights.
- Alignment beats automation. Technology supports growth, but real progress comes when teams and partners agree on what success looks like.