Prudential is taking media quality from a measurement signal to a lever for investment and accountability. Hear how the brand is scaling Adelaide's media quality metric, AU, across channels, incorporating quality into MMM, and using it to set clearer expectations with publishers and partners heading into 2027 upfronts. The session will also explore what it takes to operationalize a shared quality standard across planning, buying, and measurement, and how marketers and procurement teams can use it to strengthen partner accountability without sacrificing flexibility.