Measurement Fuel Stop
Embracing the digital era, the IAB HK Measurement Committee continues to drive innovation in measurement practices. Building upon the success of the Data Academy program, we proudly present Measurement Fuel Stop (MFS), an engaging video series and article series designed to provide quick education on key measurement topics, while also following up on market trends and updating the most relevant market news.
Article Series
Insightful articles provide marketers with relevant updates, exploring current topics such as travel trends in Hong Kong, the experiences of new Hong Kongers and the influence of key opinion leaders (KOLs). Content is regularly updated to ensure marketers stay informed about the latest developments and industry trends.
 | Topic: The GenAI Advantage: Revolutionizing Marketing Measurement in Hong Kong and Mainland China 🚀 Generative AI (GenAI) is transforming marketing measurement in Hong Kong and Mainland China! From analyzing unstructured data to delivering real-time insights, marketers can now make smarter, faster decisions. With localized AI models and government-led initiatives, the region is set to lead the GenAI revolution. Click here to read the full article Date: 20 Nov 2025 |
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 | Topic: The Future of Measurement: Beyond Third-party Cookies Google confirmed it's scrapping plans for a cookie consent prompt in Chrome. Click here to read the full article Date: 16 Oct 2025 |
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 | Topic: Find the Next Big Influencers: Metrics That Matter for KOL Selection 📈Choosing the right KOL can make or break your campaign - but how do you spot true potential beyond vanity metrics? This article reveals the data-driven approach top marketers use to identify rising stars before they peak. 📊 Discover what makes over 80% of marketers affirm influencer marketing as a highly effective strategy Click here to read the full article Date: 24 July 2025 |
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 | Topic: Connected TV Mythbusting Think you’ve got Hong Kong’s video landscape all figured out❓🤔 At IAB Hong Kong, we’re diving deep into the data 📊 to bust common myths about Connected TV and video consumption. Discover the latest insights that empower you to make smarter, data-driven decisions and maximize your impact in Hong Kong’s ever-evolving video ecosystem📈. Click here to read the full article Date: 19 June 2025 |
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 | Topic: POI Dashboard: Uncover Traveler Demographics and Movement Patterns in Hong Kong 🌆Ever wondered who’s lighting up the streets of Hong Kong these days? Date: 30 Apr 2025 |
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 | Topic: Harnessing Instagram Search Trends in Hong Kong: A Guide for Advertisers to Stay Ahead Date: 17 Apr 2025 |
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 | Topic: 香港01 X Starry 聯同 Ipsos & Votee 攜手推出《2024網紅數據市場報告》及《2024網紅營銷消費者調查》 香港01攜手Starry，聯同市場研究公司Ipsos及AI數據分析公司Votee，分別推出《2024網紅數據市場報告》及《2024網紅營銷消費者調查》，深入剖析香港網紅營銷市場的最新動態，揭示品牌與營銷人員面臨的趨勢、挑戰與機遇。 兩份調查報告將從五方面分析香港網紅市場的動態，包括消費者偏好，消費態度，平臺趨勢，網紅互動表現和品牌效應活躍度。 點擊查看詳細内容！ Date: 10 Apr 2025 |
This move highlights a major industry shift: the third-party cookie, long the backbone of digital advertising, is becoming obsolete. For advertisers, this underscores the urgent need to future-proof their measurement strategies now! 
Video Series
Explore the insightful Measurement Fuel Stop videos, offering valuable knowledge and practical tips to help you excel in the ever-evolving world of measurement.
These topics include privacy-centric measurement, segmentation, O2O measurement, lifetime value (LTV), media quality, performance tracking, marketing mix modeling, etc.
Explore more on our YouTube and Spotify channel!
 | Topic: How Generative AI Can Enhance Marketing Operation Efficiency Speakers:
Click here for the video |
| Topic: Understanding Media Quality: Brand Safety, Ad Fraud, Viewability and Attention Metrics Speakers:
Click here for the video |
| Topic: Data Clean Rooms: Navigating Privacy, Partnerships, and Performance in a Post-Cookie Era Speakers:
Click here for the video |
| Topic: Segmentation for Targeting Speaker: Derek Ng, Head of Marketing Research and Information, TVB Limited Click here for the video |
| Topic: Predictive Modeling Speaker: Ivan Yuen, Expertise and Innovation Manager, fifty-five Click here for the video |
| Topic: Value-Centric Measurement & Lifetime Value Speakers:
Click here for the video |
| Topic: O2O Measurement Speaker: Queenie Chung, Deputy General Manager, Vpon AI Big Data Group Click here for the video |
| Topic: Brand Measurement Speaker: Agnes Chan, Marketing Science Partner, GCR, Meta Click here for the video |
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Topic: Measurement for Ecommerce and Web3 Part 1 (Measurement for Ecommerce): Watch here Speaker: Chi Fai Leung, Associate Director, Omni Channel Business Integration, Chow Sang Sang Part 2 (Measurement for Web3): Watch here Speaker: Regen Au, Founder, GenMax Lab
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Topic: Metrics you should know & Why CMOs do MMM? Part 1 (Metrics you should know): Watch here Speaker: Michael Camplejohn (MMO Leader APAC, Ekimetrics) Part 2 (Why CMOs do MMM): Watch here Speaker: Bernice Fong (Brand & Content Strategy Director, AXA International Markets)
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| Topic: Privacy Measurement - Getting Ready for the Cookieless World Speaker: Gaspard Liu (Ads Privacy Specialist, Google Greater China) Click here for the video |
Data Academy 2.0
By 2021 Data & Measurement Committee
8-10 short videos/webinars (15-30 min each) are created to focus on the most desired training areas, for example, cookieless world & data privacy, or practitioner’s guide around how to build the data infrastructure. Some videos are available to everyone and we will also create premium videos which will be exclusive to IAB HK members only.
 | Topic: Surviving Turbulent Market - How to embrace the market trend? Speakers: Angela Lai (Head of Channel Business) / Martin Wu (Regional Product Marketing Manager) Company: Vpon Click here for the video |
 | Topic: How to continue to deliver precise advertisement without device identifiers? Speaker: Cecilia Cheng (Associate Account Director) Company: EternityX Click here for the video |
 | Topic: Introduction of Data Management Platform (DMP) and Customer Data Platform (CDP) Speaker: Kenneth Chow (Strategic Account Executive) Company: Salesforce Marketing Cloud Click here for the video |
 | Topic: How to harness the power of Big Data to improve Marketing Outcomes? Speaker: Julian Yip (Technical Lead) Company: Fifty-five Click here for the video |
 | Topic: Google Analytics 4 (GA4) Speaker: Jing Ma (Measurement & Analytics Specialist) Company: Google Click here for the video |
 | Topic: Marketing Mix Modelling Speaker: Agnes Chan (Marketing Science Partner) Company: Facebook Click here for the video |
