Always a highlight of the advertising year, The Festival of Media is an international celebration of excellence in media, attended by almost 250 global brands, as well as agencies, media owners, and adtech companies. With awards recognising everything from the Best Use of New Technology to Creative Use of Data, it is also the ideal setting to observe the synergy of technology and creativity first-hand. GingerMay PR attended this year's event at the Cavalieri Hotel in Rome to gain deeper insight into the topics currently impacting the industry. Measurement and verification of digital advertising was a key theme throughout the festival, with panel sessions indicating that advertisers are finally waking up to the need to implement the same safeguards in digital they have long expected in offline media. Because digital has grown without accepted standards for so long, even the most basic measurements such as impressions and CPM seem like a step-up, but advertisers should be aiming higher.