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Analytics & Data Science

Next Generation Artificial Intelligence

  • TOWN HALL

Professor Russ Newman of New York University does not believe that AI will cause humanity’s extinction. Instead, it should help enhance human intelligence and productivity and our quality of life. After putting the AI revolution into historical context, Prof. Newman discussed aligning AI with human values. At our current stage, he believes the regulatory mechanisms in place are sufficient. He explained how large language models work, what allowed them to come into existence and their future impact, describing the effect on marketing and advertising, as well as what the individual user experience will be like. A democratizing, hyper-personalized experience could take place where AI agents advocate on their owner’s behalf and negotiate each transaction with their owner’s preferences in mind. Over time, he sees a great diversification of models coming into being. Historically speaking, each groundbreaking technology that changed the world has been a net gain for humanity. What makes AI different is that if applied correctly, it could make us smarter. The question is, if AI gives us exceptional advice, will we take it?

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The ARF Handbook for Using AI in Advertising Research

Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.

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How to Leverage the Video Game Ecosystem for Marketing Analytics

  • MSI

Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.

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Retail Media Networks, Generative AI Top JAR’s Industry-Informed Research Priorities

  • JOURNAL OF ADVERTISING RESEARCH

Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"

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Cross-Platform Measurement Options from an Agency Perspective

Audience measurement is changing at an unprecedented rate. Concurrently, identifiers such as cookies are fading, and traditional models and incumbent suppliers are being questioned. In reaction to all these happenings, new measurement initiatives and a new Joint Industry Committee (JIC) have risen to establish a path toward a new video measurement framework. In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews.

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Minimizing Risk and Inspiring Innovation When Using GenAI and LLMs

Generative AI (GenAI) and Large Language Models (LLMs) have reached a point in their development where they have become tools so powerful, they will quickly become too important to ignore. Proper use can drive greater efficiency, productivity, better automation and even become new revenue drivers, according to this concise, how-to guide written by Steven Millman, ARF board member and Global Head of Research & Data Science at Dynata. It describes best practices and potential pitfalls in data privacy and security, protecting IP, oversight and more.

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MSI Blue Ribbon Report Preview Charts the Future of MMM

  • MSI

The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute (MSI)’s Blue Ribbon Report on MMM. This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.

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The ARF Attention Measurement Validation Initiative: Phase 1 Report

  • ARF ORIGINAL RESEARCH

Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs. The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 26 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.  

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