In this episode of FairPlay, Arun engages in an insightful conversation with Jorge Ruiz, Global Head of Marketing Science at TikTok, about the evolving landscape of digital marketing measurement. With over two decades of experience, Jorge shares his perspectives on how marketing science has transformed, addressing the challenges of attribution in today's digital ecosystem and TikTok's unique position at the intersection of brand and performance marketing. The discussion covers a range of topics, from the evolution of marketing science and its impact on business decisions to the role of AI in enhancing measurement and creative processes. Jorge offers a candid look at how TikTok navigates the complex world of marketing measurement while maintaining its focus on user experience and creative authenticity. The conversation also delves into the future of marketing science, exploring potential breakthroughs in synthetic data and causal inference. This episode provides valuable insights for marketers, analysts, and anyone interested in the future of digital advertising effectiveness.