IAB Australia has opened speaker submissions for MeasureUp 2026, as the industry’s flagship media measurement and marketing effectiveness event prepares to mark its tenth year.
Set to take place on 2 September 2026 in Sydney, MeasureUp has become a key forum for marketers, agencies, media owners and platforms seeking to strengthen their measurement and optimisation of advertising effectiveness.
The event comes as signal loss, AI-driven discovery and increasingly fragmented media consumption continue to reshape how marketing performance is tracked and evaluated, placing renewed pressure on the industry to improve transparency, comparability and confidence in measurement.
Focus turns to future of measurement
The 2026 program will feature the first wave of findings from IAB Australia’s Future of Measurement project, alongside a curated line-up of 10 sessions selected from industry submissions.
This year, the event will also introduce smaller “mastermind” workshop formats designed to tackle complex measurement challenges in more interactive settings.
IAB Australia is calling for evidence-based, data-led submissions that address key areas aligned to the Future of Measurement, including cross-media measurement, AI-driven approaches, modern data infrastructure and the evolution of marketing mix modelling (MMM).
Submissions exploring the incremental impact and effectiveness of emerging channels such as commerce media, shoppable ads, connected TV and creator partnerships are also encouraged.
Industry urged to move beyond theory
Natalie Stanbury, research director at IAB Australia, said the tenth edition of MeasureUp marks a pivotal moment for the industry, as the sector looks to lift standards across both audience and outcomes-based measurement.
She said the event’s focus has shifted firmly towards practical, evidence-based work that helps marketers better understand value, assess performance and make more confident investment decisions.
“MeasureUp has always been about raising the standard of measurement in Australia,” Stanbury said.
In its tenth year, the event will also serve as a key milestone for IAB Australia’s Future of Measurement project, with a focus on improving how different measurement approaches work together across channels.
Stanbury added that the industry is being challenged to move beyond theory, with submissions expected to clearly demonstrate how measurement frameworks can deliver trusted, comparable results in real-world environments.
“We are looking for submissions that move beyond theory and clearly demonstrate how different measurement approaches work together and deliver trusted and comparable measurement across channels.”
Natalie Stanbury
Submissions are open to brands, agencies, media owners, platforms, and researchers, with the requirement that content demonstrate real-world application rather than theoretical or promotional approaches.
Entries must include robust data, validated insights or proven case studies, ideally developed in collaboration with marketers and grounded in the Australian market. All submissions must be original and not previously presented.
What makes a strong submission
IAB Australia has outlined five key principles for prospective speakers:
• Demonstrate credibility with real-world evidence, including data and proven outcomes.
• Highlight actionable takeaways for immediate application.
• Address current industry challenges and future priorities.
• Offer fresh thinking rather than promotional content.
• Include diverse perspectives across the industry.
MeasureUp 2026 speaker submissions are now open.