"What's your hypothesis?" This question is crucial to driving value in paid media, but it is not asked often enough. No matter what your hypothesis, it's integral to think about what you're trying to achieve from your media and how you'll determine success throughout the lifecycle of a campaign. Instead of only addressing measurement at the end of a campaign, we at Adobe Advertising believe that measurement should be constantly evolving and considered throughout the full lifecycle of a campaign. In addition to our in-platform tools and integration with Adobe Analytics, Adobe Advertising customers can leverage bespoke, customized measurement solutions via the Advanced Measurement and Strategy team.