CTV Measurement: Prove It to Move It

Wendy Arnon is a collaborative modern marketer with ~20 years in senior agency and market research roles. Before joining the IAB, Wendy was Director of Agencies, Americas for YouGov where she built a collaborative, cross-functional global team that leveraged data to meet real-time agency and media owner needs. During her 13-year tenure at Omnicom Media Group, Wendy built a data-driven performance media agency, creating one of the best-performing business units in the network. Wendy served as President and Trusted Advisor leading the performance media strategy for brands including Cigna, Astellas, Clorox, Synchrony, Goldman Sachs, Ancestry, State Farm, University of Phoenix, and Acadia. While at OMG, Wendy led the launch of new digital products and expanded into new markets. She also headed the creation of a proprietary industry-first video visualization measurement & optimization platform.

Wendy was inducted into the DMN Marketing Hall of Femme, selected as a three-time International Echo judge, and continues as a member of the Point of Care Marketing Association Industry Advisory Group. Wendy is a graduate of Omnicom University’s Senior Management Program, led by Harvard Business School professors and considered one of the pre-eminent professional development programs within the industry, as well as a graduate of Long Island University.

Wendy enjoys great food and has a passion for movies and TV. She resides in New York with her husband, two sons, and adorable Bichon Frise.

Steve Gross is the chief marketing officer for University of Phoenix, with responsibility for branding and demand generation activities including advertising in all forms, media, social media, digital marketing, creative services, sponsorships, events and public relations.

Gross brings to his role more than 25 years of marketing and sales experience. He most recently served as the chief executive officer at Calvert Education, where he was instrumental in transforming the organization into a global software-as-a-service provider to schools. Prior to that role, he was the senior vice president of K-12 global marketing for Pearson.

He serves on the board of directors for the Edwin Gould Foundation, an organization that helps urban students achieve college completion and career readiness. Gross holds a Master of Business Administration from the University of Pennsylvania and a Bachelor of Arts in economics and political science from State University of New York at Albany.

For 20 years, Blair Robertson has helped companies improve their decision making through the simplification of advanced analytics. As the CTO of InnovidXP, Blair leads the long-term technology vision and continuous advancements of Innovid’s global, independent converged TV measurement platform. 

Previously, Blair was the EVP and CTO of TVSquared (acquired by Innovid in 2022), the worldwide leader in TV attribution.

Blair is recognized as a global expert in marketing science, measurement, attribution, platform applications, and data modeling. He has conceived, built, and scaled disruptive systems across multiple industries, including Adtech/Martech (MMM, MTA, optimization), Fintech (capital markets, FX, low-latency trading), and Enterprise DevOps. Throughout his career, Blair has focused on turning the complex into business-friendly, easy-to-understand formats via visual and intuitive products. 

Prior to TVSquared, Blair ran his own big-data consultancy and was Principal Analyst at Sumerian, a provider of big-data analytics for retail and investment banks. He was also a consultant at Accenture, where he worked on technology transformation projects in the financial services sector. He holds degrees in Artificial Intelligence and Computer Science from Aberdeen University in Scotland.

Jen Soch, Executive Director of Channel Solutions at GroupM, oversees Audio & Local Video, DR, Publishing, and AdvancedTV. Her extensive career spans over three decades in media agencies, where she has consistently driven innovation and excellence. 

Previously, as Integrated Global Investment Lead at Mindshare, Jen spearheaded the Facebook Business, managing all investment channels including Video, Audio, Programmatic, Image, Search, Social, and Digital. Her strategic oversight ensured cohesive campaigns and seamless integration across channels and tactics. 

Jen’s impressive track record includes roles as EVP, Commercial at The Guardian, where she led U.S. Commercial Operations, and a strategic position at Domo focusing on analytics and investment. Her agency experience encompasses leadership roles at Ammarti-Puris, Dentsu-Aegis, MEC, and MediaVest, where she guided planning, strategy, and investment for diverse client portfolios. 

Jen spent over a decade defining the first addressable and digital marketplaces and launching inaugural advertising on video on demand, including OTT, CTV, and mobile platforms. 

Jen holds an MBA from Fordham University and a degree from Lehigh University. Beyond her professional achievements, she is a proud mom who enjoys ski jumping, and playing the saxophone.