Dolan has grown the two-year-old company she founded by cultivating strategic partnerships and innovative initiatives that support 605’s aim to create a data-driven measurement standard for the TV industry. Among them is the Impact Index, which launched in May. Dolan says shifting consumer habits have been a big change to business. “Brands and advertisers understand they need to adapt their creative, messaging and advertising placement in order to maintain and even grow effectiveness. Media mix modeling and full-funnel attribution are top of mind, as are the data aggregation, measurement and analytic skills required to fuel these insights,” she says.

What’s a recent example of a step forward for women in the media industry?
The 3% Movement was created to increase the representation of female creative leaders at agencies. To date their efforts have helped to nearly quadruple the number of senior women creatives, which now stands at 11%. A step in the right direction but there is certainly more work to be done.

Who is an inspirational woman you admire, and why?
I deeply admire my mother-in-law, Helen Dolan, who has spent her life nurturing the family, its business and philanthropic endeavors and her own personal artistic ambitions. She is an inspiration.

What’s been the most dramatic change in your sector of the business today vs. three years ago?
Due to shifting consumer habits (different devices, different content, different platforms), brands and advertisers understand they need to adapt their creative, messaging and advertising placement in order to maintain and even grow effectiveness. Media mix modeling and full-funnel attribution are top of mind, as are the data aggregation, measurement and analytic skills required to fuel these insights.

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