In a constantly evolving media landscape, measurement has traditionally taken the role of something nice to have or a job to be done. Digital & Performance media has challenged this perspective, putting data and analytics at the heart of a successful marketing campaign. This presentation prompts the audience to look at how the traditional and digital media approaches to measurement can be hybridised for the good of the media ecosystem, so that every $ spent on advertising is justified and validated on one source of truth, attained through the right experimental design and proven effectiveness.