Do the Lights Go Out When Brands Go Dark?

Deciding to make major cuts or to eliminate brand advertising can be one of marketers’ most painful choices. This ARF paper summarizes the findings from a number of studies that quantify the impact and implications of drastic budget reductions, offers a case study, and provides insights, so that marketers can be better informed as they have to consider tough calls.

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Data Ethics: How Can the Ad Industry Address Concerns?

The complexity of issues surrounding data ethics and advertising were front and center at the ARF’s first Town Hall on the topic, held on April 26. With probing questions such as “Who owns your data?,” “How will GDPR affect U.S. practices?,” and “What are the merits of new laws vs. self-regulation?,” the session surfaced a range of views and generated healthy discussion.

Are you Measuring your Marketing ROI Effectively?

  • Scott McDonald, The Advertising Research Foundation

John Wanamaker’s quip “Half the money I spend on advertising is wasted; the trouble is don’t know which half” takes on new meaning with the measurement options available today. But which work best in quantifying the impact of marketing activities? The ARF’s Scott McDonald tackled the topic by providing tips on the best use of A/B tests vs. Market-Mix Models vs. Multi-Touch Attribution to measure marketing ROI.

  • Member Spotlight
  • Video

Stand Up, Show Up and Be Heard

  • Women in Analytics
  • Member Spotlight
  • Video

GDPR - Three Things You Can Do

  • Doug McPherson, General Counsel at OpenX

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