This update to the ARF’s first comprehensive handbook, released last year, provides an exploration into the burgeoning technology’s transformative role in marketing and advertising research. It covers the integration of AI into marketing strategies, ethical considerations, future trends and practical case studies. This handbook is an essential guide for advertising research professionals looking to leverage any of the latest AI platforms while ensuring ethical and impactful outcomes.
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ARF’s annual AUDIENCExSCIENCE conference returned March 25-26 to explore the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics. World-class thinkers shared their perspectives on the future of advertising research and measurement and revealed how tomorrow’s technologies and data trends will impact advertising and media. Please continue to check this page. More content will be added shortly.
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Identity resolution (IDR) is crucial in media measurement and advertising, connecting media messaging to individuals. This guide, produced by the ARF Identity Resolution Working Group (of the ARF Cross-Platform Measurement Council), explores different units of analysis in IDR beyond individuals, such as households, geography and cohorts and their implications for matching quality, targeting and marketing success.
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On February 20, Databricks joined our AI Series to explore the challenges and opportunities of AI in advertising. Attendees learned how companies are leveraging Gen AI for metadata generation amid increasing privacy regulations, heard real-world AI success stories, and gained insights into the technology needs and priorities shaping the industry’s future.
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