EP181 Beyond Clicks: Connecting Media To Real Business Results

How do you know if your media spending is bringing customers through the door? And how can you use that information while a campaign is still running? Alia Lamborghini, SVP of Global Revenue at Yahoo DSP, joins Tessa Burg to discuss how marketers can connect advertising to the business results that matter. Alia explains how customer data and real-time insights can help teams reach the right audiences and adjust campaigns sooner. She also shares where AI agents can take routine work off marketers’ plates, why human oversight still matters, and what to look for when choosing a media partner. Listen for a practical perspective on getting more from your media investments and preparing for 2027. You’ll come away with a clearer sense of the questions to ask your partners and how to give your team more time for thoughtful, collaborative work. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. About Alia Lamborghini: Alia Lamborghini is SVP of Global Revenue for Yahoo DSP, where she leads global sales, client services, agency partnerships, and commerce partnerships for one of the industry's leading independent demand-side platforms. With more than 20 years of experience in digital advertising, she has built a reputation for helping brands and agencies navigate industry transformation while driving measurable business growth. Alia has played a key role in bringing Yahoo DSP's newest innovations, including AI-powered advertising solutions, commerce media partnerships, and emerging agentic advertising capabilities to market, helping advertisers unlock greater performance and efficiency. A trusted leader and mentor, she serves as executive sponsor of Yahoo's Diversity and Racial Equity Board and leads the Yahoo Client Advisory Board. Alia also serves on the boards of the Media and Marketing Alliance and Comic Relief US, and is passionate about developing the next generation of advertising leaders. Alia can be reached on LinkedIn. About Tessa Burg: Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council, and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen, and many more. Tessa can be reached on LinkedIn or at [Tessa.Burg@ModOp.com](mailto:Tessa.Burg@ModOp.com).