Shoppable advertising is reshaping the relationship between media and commerce, and measurement practices are still catching up. In this report, the ARF Cross-Platform Measurement Council’s Attribution Working Group examines how brands, platforms, retailers and publishers are defining, deploying and evaluating Shoppable Ads. Based on nine in-depth industry interviews, this report highlights growth trends, key use cases, measurement methods and challenges, and the path toward scalable, closed-loop attribution to Shoppable Ads.
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On February 25, leading authorities from OptiMine shared new research examining why marketing mix model (MMM) refresh cadence matters more than many brands realize. Attendees heard the latest insights from OptiMine’s Model Refresh Cadence project, examining how model degradation occurs over time and how refresh frequency impacts reliability and decision-making. Panelists shared real-world case studies based on brands that have successfully moved to faster refresh cycles, highlighting what changed operationally and what improved as a result.
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Should brands partner with influencers who have massive followings—or smaller, more niche audiences? New research shows that the answer depends on how the message is delivered. Using construal level theory, the study finds that follower size signals psychological “social distance,” which shapes how consumers process influencer content. Smaller influencers are most persuasive when brand information is explicit and shared on their own channels, while mega-influencers perform better when branding is subtle or when content appears on brand-owned channels. The results suggest that aligning influencer follower size with message diagnosticity can significantly improve campaign effectiveness.
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