The Afternoon Of Series

The Afternoon Of Series is a curated set of 4As member-only virtual events designed to give agency professionals practical, practitioner-led guidance on the most important and rapidly evolving areas of media, data, and technology. Each session focuses on a specific discipline, bringing together agency and industry experts to share real-world approaches, actionable frameworks, and forward-looking perspectives that teams can apply immediately in their day-to-day work.

The series provides agencies with a comprehensive, evolving playbook for modern media, connecting strategy, activation, measurement, and emerging technology. It reflects the 4As’ role in helping members not only keep pace with industry change, but translate that change into more effective, future-ready ways of working.

• • April 2024 – The Afternoon of Planning series brought industry experts together to discuss the innovations and changes in the media planning space that are having the greatest impact on our industry. Part One of this series focused on audience research and development, and Part Two focused on systems, platforms, and operations.  
    • Afternoon of Planning: Day 1
    • Afternoon of Planning: Day 2

• • May 2024 – The Afternoon of Elections: Brand Safety & Suitability addressed a critical, real-world challenge – helping agencies navigate brand safety, suitability, and media risk during high-stakes election cycles, with practical guidance on protecting brands while maintaining effective reach.

• • December 2024 – The Afternoon of Analytics and Reporting explored how measurement is evolving, with a focus on delivering clearer, more actionable insights in an increasingly complex, multi-channel environment. It highlighted the importance of aligning reporting with business outcomes and improving how insights are communicated to clients.

• • May 2025 – The Afternoon of Automation examined how automation and AI are reshaping workflows, helping agencies streamline execution, improve efficiency, and scale their operations. The sessions provided practical examples of how teams can integrate automation into their processes while maintaining strategic oversight.
    • Afternoon of Automation: Day 1
    • Afternoon of Automation: Day 2

• • September 2025 – The Afternoon of Programmatic built on this by diving into programmatic media as a core engine of modern buying, focusing on how data, technology, and partnerships enable smarter, more efficient, and more accountable media investment across channels.

• • April / May 2026 – Finally, The Afternoon of Search: Navigating the Generative Era extended the conversation into one of the fastest-changing areas of the ecosystem, exploring how AI-driven discovery is transforming search behavior, platforms, and performance strategies. Sessions covered AI visibility, evolving consumer journeys, and the implications for agency structure and measurement..
    • Afternoon of Search: Day 1 & Day 2