At SXSW on March 13 the ARF presented a one-day Think Tank: Solving Problems in Cross-Platform Advertising to address the cross-platform challenges confronting our industry. Renowned critical thinkers from agencies, media companies, measurement organizations and trade groups shared their perspectives, insights, and endeavors.

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Here are some highlights:

• How ad agencies are balancing the needs of brand advertising with the complexity of buying targeted audiences.
• How major independent  measurement companies are keeping up with the explosion of digital and behavioral data.
• How media companies are endeavoring to offer advertisers innovations in accountability, attribution and performance marketing.
• How industry groups are developing tools to solve the cross-platform measurement challenges, in an era of BOTS, non-human traffic, and non-viewable impressions.
• The day concluded with a lively debate on a critical topic: Privacy: Has Targeted Marketing Gone Too Far?