As Australia’s media and advertising ecosystem navigates rapid transformation and mounting pressure to prove performance, IAB Australia is once again putting the spotlight on marketing science with the return of MeasureUp 2025.
Now in its ninth year, the media measurement conference is calling on industry leaders, thinkers and doers to submit speaker proposals that challenge convention, offer new insight, and help the sector move toward a more measurable, accountable future.
A forum for progress and precision
Set to take place this September, MeasureUp 2025 will bring together professionals from across the media spectrum, advertisers, agency leaders, academics, marketers, and tech vendors, united by one mission: pushing the boundaries of media measurement in a hyper-complex digital age.
This year’s agenda will sharpen its focus on measurable business outcomes and efficiency, without losing sight of the ever-important value of brand equity.
The program promises to interrogate the frameworks and tools marketers use to evaluate success, spotlighting key themes such as cross-channel measurement, incrementally, and the evolution of methodologies in the face of an increasingly fragmented audience landscape.
It’s a crucial moment for the industry to recalibrate how it defines and quantifies impact.
Call for speakers: Fresh thinking required
IAB is inviting proposals for presentations, debates, panel discussions and workshops that offer original insights and real-world relevance.
All speaker submissions must be grounded in unique data sets, fresh consumer insight or demonstrated ad effectiveness results, with a strong preference for submissions featuring collaborative case studies developed with marketers.
Crucially, all content must be brand new to the market, not recycled or previously presented.
Submissions that explore macroeconomic forces on marketing, AI and machine learning applications in measurement, first-party data strategies, commerce and retail media innovation, synthetic data capabilities, or new approaches to currency data are all encouraged.
However, the key criteria across all topics is clear: relevance to the Australian market, practical application, and strategic insight grounded in real outcomes.
Speaker proposals are open until close of business on 13 June 2025. The submission process will be overseen by IAB Australia’s Research Director and CEO, in consultation with members of the IAB Audience Measurement Council and Ad Effectiveness Council.
Research Director Natalie Stanbury
Addressing the Measurement Mandate
For IAB Australia, MeasureUp isn’t just another industry talkfest, it’s an active response to what Research Director Natalie Stanbury calls an urgent need for clarity and innovation in the way advertising impact is evaluated.
“Our industry faces a multitude of challenges from ongoing signal loss, boardroom level scrutiny of advertising investment effectiveness, as well as data privacy, regulatory compliance, and economic challenges,” Stanbury said.
“MeasureUp will provide an opportunity to unite and help map a path forward for marketers to address these issues and more.”
Her words strike a chord in a climate where marketers are under increasing pressure to justify every dollar spent, often while navigating platforms with murky data trails and shifting attribution rules.
MeasureUp aims to arm the industry with the tools and thinking it needs not just to survive, but to grow responsibly and intelligently.