Chief AI Officer, Claritas
Co-Author, The AI Conundrum
Co-Author, The AI Conundrum
Global President, Business Intelligence, GroupM
Associate Director (Product Development), Ehrenberg-Bass Institute for Marketing Science
FEBRUARY 11 (6 weeks out)
All speakers determined and confirmed with ARF.
Link to: Speaker Release
FEBRUARY 25 (4 weeks out)
First presentation draft is due.
We highly recommend sending in a first draft so there’s an opportunity for the ARF research team to weigh in and strengthen your presentation.
Link to: Speaker Presentation Template
MARCH 4 (3 weeks out)
Register for the conference.
MARCH 11 (2 weeks out)
Final presentation is due.
Presentations sent in after MARCH 11 are not guaranteed to be tested with AV ahead of the event.
MARCH 25-26
AUDIENCExSCIENCE Conference
Address: Dotdash Meredith, 225 Liberty Street, 4th Floor, New York, NY 10281
All speakers should arrive at least 30 minutes prior to their scheduled session.
Access our event press kit where you’ll find logos, social media tiles, caption copy and banners.
For any questions, please contact Events Director, Sara Serpe.
New research will be shared on AI, attention and impression quality, audience diversity, changes in audience behavior, the new state of video measurement and traditional media. This featured work was selected from a call to the industry on new developments and innovative content, through a rigorous committee review. Learn more about the selected sessions.
Our Board of Curators lends their insight and expertise to determine which submissions will be presented at the conference. View our Board of Curators.
Click on the images below to learn more about each theme.
AUDIENCExSCIENCE 2025 conference themes are now available, and the entry window is open. Submit your best research for the opportunity to present in front of your peers at this defining industry audience measurement event.
Submissions are free to enter and open to ARF members and non-members.
Privacy-Induced Changes in Audience Behavior
With Google’s decision to keep cookies but allow consumers to opt-in or out, how will marketing on the open web adapt? Depending on opt-out rates, what will replace or supplement cookies to support audience targeting, activation and impact measurement? How much advertising will shift away from the open web? What are best privacy-first options for marketers and media? What are latest results on obtaining consumer consent?
AI & Marketing: Its Use, Role, Impact, Benefits, and Dangers
Online social shopping and gaming platforms are growing in popularity and may redefine the role of social influencers, who might increasingly be AI bots. Some academic research suggests there are limits to how far AI can replace or extend human actors without losing authenticity, though generational shifts may alter these dynamics. How is this mode of marketing and advertising affecting other segments of the industry?
Impression Quality and Attention Measures
Direct measurement of “attention” has been a big topic for the past few years, but the broad “attention” label covers many processes that are not purely cognitive. This is especially true when the measures track emotional or affective responses to messages and media environments. How far have we come in our ability to measure the quality of an ad impression or of the media environment in which it is served? Can these metrics provide a reliable enough signal to help determine the market value of an impression?
Marketing to Diverse Audiences
What are the best practices in marketing to diverse audiences? With the upcoming presidential election potentially influencing these efforts, how might the increasingly polarized polity affect diversity in advertising? Could “diversity” in this context extend beyond demographics to include differences in political points of view and media consumption?
The Rise of Retail Media Networks
Retail Media Networks (RMNs) have emerged as a major new advertising category and are growing rapidly as alternatives to established media channels. However, as the market expands, consolidation is likely, with a few large players dominating. Is traditional media planning still feasible in a landscape of proliferating and mutually exclusive walled gardens? How are reach and frequency managed in this environment? What issues exist around measurement standards, comparing RMNs, whether their premium pricing can be justified and how they can be integrated with other channels?
The New State of Video Measurement
AI-assisted measurement enables larger-scale and faster-turnaround video measurement, making it possible to “mid-course correct” in near real-time. However, the pace of technological advancement may outstrip the ability of agencies and companies to execute. How have privacy concerns and data signal loss affected video measurement, particularly in the integration of CTV and linear platforms as well as streaming? How future-proofed are integrations that depend on “deterministic” identity matching systems? How accurate are more privacy-compliant “probabilistic” systems? How are deals between Big Data owners and individual measurement companies working to provide a holistic view of the audience? Is the integration of panels, probability samples, and Big Data proving to be a viable approach?
New Developments in Traditional Media
Research indicates that new media tends to supplement, rather than replace, traditional media. As “drive time” radio gives way to Internet-connected cars and the popularity of podcasts grows, “on the go” media consumption remains relevant. How will traditional media adapt in response to the shift towards on-demand media consumption, and what role will it play in an increasingly overloaded media environment? In terms of OOH advertising, the market for in-app and in-game advertising is growing rapidly. This emerging trend warrants attention as it may significantly impact the future of media consumption.
Is TV still a crucial part of the media mix for brands today? What are the best ways to integrate Linear TV and other traditional media into modern marketing plans?
Approaches to Marketing Measurement
What is your understanding of the current marketing measurement landscape and what are steps to achieve better measurement? We are looking for submissions that include research-backed strategies that can quantify the impact of ad campaigns.
Too Many Audience Metrics: Which Matter Most to Marketers?
In media today, not everything that is measured matters and not everything that matters is being measured. There is widespread confusion in the industry regarding the capabilities of media, which influences the choice of evaluation methods. What metrics deserve to be optimized, depending on the goals of the marketer and the details of the market into which a campaign is being launched?
| 8:00-9:00am | Registration & Breakfast |
| 9:00-9:10am | Opening Remarks Scott McDonald, Ph.D. – President & CEO, ARF |
| 9:10-9:40am | Keynote Presentation AI Agents To Represent Us, Not Replace Us Each new media reshapes the prior generation of media. AI brings forth agents that represent a new media. If video killed the radio star… will AI kill the research star? AI is growing more powerful every day. The conundrum is that we need to use AI or fall behind, yet as we use AI and it becomes more powerful, we increase the risk that AI can be used for destructive purposes. Will it replace survey research? Will it replace researchers? Or will it make survey research and researchers even more valuable? In this presentation hear initial findings about how we can use AI to represent us rather than replace us. Rex Briggs – Chief AI Officer, Claritas; Co-Author, The AI Conundrum |
| 10:10-10:30am | Presentation Delivering Breakthrough Ad Creative When Multiple Brands Are Involved This session looks at how brands can use research and analytics to create ads and campaigns that succeed at breaking through with audiences when a number of brands and messages are featured. MarketCast and YouTube will share best practices for multi-brand advertising, including examples of how they used in-market measurement to drive performance for YouTubeTV’s recent marketing push into professional sports. Danielle Byrd – SVP, Tech, Platform, and Partnerships, MarketCast |
| 10:30-11:00am | Morning Break |
| 11:00am–12:20pm | Concurrent Breakout Sessions |
| AI: Better Targeting, Efficiency & Outcomes? | ATTENTION AND IMPRESSION QUALITY: Ad Experience, Impact & Media Planning | NEW STATE OF VIDEO: New Methodologies | |
| 11:00–11:20am | The Power of AI for Effective Advertising in an ID-free World Artificial intelligence powered targeting and measurement unlocks incremental opportunities for marketers in an ID-less world. Rachel Gantz – Managing Director, Proximic by Comscore | How Attention Measurement Optimizes Marketing Campaigns for Success New metrics – such as attention – offer new opportunities for marketers to understand the outcome of your media investment. Neala Brown – SVP of Strategy and Insights, Teads Laura Manning – SVP of Measurement, Cint | Optimizing Big Data + Panel Measurement Through Calibration New TV methodology unlocks full potential of big data through panel calibration David Kurzynski – SVP, Data Science, Nielsen Kyle Poppie – VP, Data Science, Nielsen |
| 11:30–11:50am | CTV Ads: Viewer Attention & Brand Metrics ID AI-enabled contextually targeted ads attract and hold consumer attention in Connected TV. Rohan Castelino – CMO, IRIS.TV | The Value of Attention is Nuanced by the Size of the Brand Big and small brands need different types of attention to achieve outcomes: one second of attention works differently for both. Karen Nelson-Field, Ph.D. – CEO, Amplified Intelligence | A Clean Room Incrementality Experiment – An Indeed Case Study Clean Room experiments allow high validity audience tests, while keeping user data private and anonymous. Isaac Dinner – Director of Marketing Analytics, Indeed Joe Zucker – Senior Manager, Marketing Analytics, Indeed |
| 12:00–12:20pm | Business Outcomes in Advertising Powered by Machine Learning Modern ML frameworks allow for a greater ability to measure advertising outcomes on observational data. Brett Mershmann – Sr. Director, Research & Development (R&D), NCSolutions | Mapping the Impact: When, How and Why TV Commercials Work Best Discover how the creative style of commercials is linked to usage situations and advertising impact. Jeff Bander – President, eye square Sandra Schümann – Senior Advertising Researcher, RTL Data & Screenforce Marvin Vogt – Senior Research Consultant, eye square
| TBD |
| 11:30am -1:30pm |
Women in Analytics Lunch Workshop: Improve Your Data Storytelling During this Women in Analytics lunch workshop, learn practical techniques to make complicated information easy to understand without losing its importance. Key topics that we will cover include:
Facilitator: Panelists: Registration is separate from AUDIENCExSCIENCE. |
| 12:20 – 1:20pm | Lunch |
| 1:20–2:40pm | Concurrent Breakout Sessions |
| AI: Better Targeting, Efficiency & Outcomes? | ATTENTION AND IMPRESSION QUALITY: Ad Experience, Impact & Media Planning | NEW STATE OF VIDEO: Program Discovery | |
| 1:20-1:40pm | Evidence-Based Social Media Advertising: Two Field Experiments AI does not beat evidence-based media principles for social media (… at least not yet)! Prof. Rachel Kennedy – Associate Director (Product Development), Ehrenberg-Bass Institute for Marketing Science | EEG Illuminates Social Media Attention Outcomes Using eye tracking, neuroimaging, and psychological content coding to study social media attention. Shannon Bosshard, Ph.D. – Lead Scientist, Playground XYZ Bill Harvey – Executive Chairman, Bill Harvey Consulting | How We Watch: Examining the Shifting Trends in TV Habits Half of U.S. consumers feel that they spend more time selecting TV content than watching it. Tony Marlow – CMO, LG Ads |
| 1:50–2:10pm | AI Driven Video Formats Drive Results for Brands ID YouTube AI campaigns drive more efficient in-campaign metrics and deliver better outcomes (sales). Tori Kang – YouTube Specialist, Google Danielle Perrella – Head of Measurement, Google | The Impact of Co-Viewing on Attention to Video Advertising Co-viewing reduces ad-effectiveness, a factor which should weigh in media planning models. Duane Varan, Ph.D. – CEO, MediaScience | Rough Waters? Downstream Effects from the Transition to Streaming Via Smart TVs The rising tide of smart TV streaming and its downstream effects on audience and industry. David Tice – Consultant, HUB Entertainment Research Justin Fromm – Insights, Samsung Ads |
| 2:20-2:40pm | Human Experience: Why Attention AI Needs Human Input Why human input from measuring people is needed to inject ground truth data into existing attention AI models. Dr. Matthias Rothensee – Stefan Schoenherr – | How Co-viewing and Other Factors Impact Viewer Attention to CTV Co-viewing increases ad attention and viewers are more likely to co-view CTV content over linear. Mike Brooks – Global Head of Business Development and Partnerships, LG Ad Solutions Tristan Webster – Chief Product Officer, TVision | Big Data helps solve for Fragmented TV Viewing The impact of shifting viewing behaviors and how Big Data can help unlock strategies for publishers and advertisers. James Alexander – Product Director – Measurement, VIZIO |
| 2:40-3:00pm | Afternoon Break |
| 3:00-3:20pm | Plenary Sessions Presentation Adapting Your Measurement to Shifts in Consumer Viewing Experiences The transformative consumer viewing experience in the living room has forced marketers to rethink their measurement strategies. Learn about what’s needed in measurement — now and post third-party cookie deprecation — to drive performance and ROI for marketers and advertisers. Christine Turner – Managing Director, Privacy, Measurement & Analytics, Google |
| 3:20-3:50pm | Panel Discussion Switchers, Stayers and Power Users: New Perspectives from DASH Technology and economics are radically reshaping the way Americans connect to and consume television. The ARF’s DASH TV Universe Study captures those effects at the consumer level in granular detail. The recently released DASH 2023 study includes a large, multi-year sub-sample that sheds new light on the dynamics of switchers and stayers across TV connection modes (Pay, BBO and OTA) and premium (SVOD) and ad-supported (AVOD) streaming services. Now entering its fourth year, DASH has established itself as an industry standard and found applications across the TV ecosystem, from audience calibration to advertising sales. In addition to highlighting the latest from DASH, this session features a panel of DASH licensees, who will describe the ways they use DASH in their businesses today. Leslie Wood, Ph.D. – Chief Research Officer, iSpot.tv |
| 3:50-4:10pm | A Conversation with Nielsen Deirdre Thomas – Chief Product Officer, Audience Measurement, Nielsen |
| 4:10-4:40pm | Fact or Fiction? The Big Measurement Debate A panel of leading measurement experts join an interactive debate about the current state of the measurement landscape, the key challenges facing the industry, and the critical priorities for the year ahead. The panel will explore the role of panels, data quality, the economics of measurement and the case for watermarking. Josh Chasin – Member, Board of Trustees, ARF; Former Chief Measurability Officer, VideoAmp |
| 4:40-4:55pm | TBD |
| 4:55-5:00pm | Closing Remarks Scott McDonald, Ph.D. – President & CEO, ARF |
| 5:00-7:00pm | Cocktail Reception |
| 8:00-9:00am | Registration & Breakfast |
| 9:00-9:10am | Opening Remarks Scott McDonald, Ph.D. – President & CEO, ARF |
| 9:10-9:40am | Keynote Presentation Resilience Reaps Rewards – How Advertising is Reinventing Itself for a New Era Advertising’s demise has long been heralded. But, while traditional forms of advertising are indeed fading, a new industry is emerging, and the model is proving to be more relevant than ever. There are three fundamental shifts that are forcing transformational change in advertising. From the decline of linear TV and the rise of Connected TV (CTV) to the deprecation of third-party cookies necessitating new measurement models, and the pervasive integration of Artificial Intelligence into every facet of marketing, advertisers are facing unprecedented challenges and opportunities. In this session, learn about how each of these shifts are impacting advertising spend now and into the future and what advertising is doing to help brands and consumers adapt. Kate Scott-Dawkins – Global President, Business Intelligence, GroupM |
| 9:40–10:30am | Fireside Chat In Conversation with CBS Radha Subramanyam, Ph.D. – President and Chief Research & Analytics Officer, CBS |
| 10:30–11:00am | Morning Break |
| 11:00-12:20pm | Concurrent Breakout Sessions |
| AUDIENCE DIVERSITY: State of Inclusive Advertising | ATTENTION AND IMPRESSION QUALITY: Ad Experience, Impact & Media Planning | TRADITIONAL MEDIA: Outside of Video | |
| 11:00-11:20am | Intent and Impact: A New Measurement for DEI Measuring audience perceptions of DEI and the drivers of authenticity in TV and Film. James Ambalathukal – Director, Strategy & Insights, Magid Mike Bloxham – EVP, Global Media & Entertainment, Magid | Tune-In to Discover What is Making Audiences Tune-Out Better understand the viewer experience to optimize ad performance and maximize impression value. Travis Flood – Executive Director of Insights, Comcast Advertising Duane Varan, Ph.D. – CEO, MediaScience | The Power of Radio Through the Lenses of Emotional Engagement Radio is an effective medium to engage consumers and deliver strong advertising results. Pedro Almeida – CEO, MediaProbe Pierre Bouvard – Chief Insights Officer, Cumulus Media | Westwood One |
| 11:30-11:50am | Attitudes Towards Inclusivity in Advertising: A Twelve Country Study Diversity and inclusion in advertising: how different groups view their representation across twelve countries. Steven Millman – Global Head of Research & Data Science, Dynata | Neuro: TV Brand Attraction Advantage Over Digital TV costs less than digital per attentive second and per brand attraction stored memory. Bill Harvey – Executive Chairman, Bill Harvey Consulting Elizabeth Johnson – Ph.D., Executive Director & Senior Fellow, Wharton Neuroscience Initiative, UPenn Michael Platt, Ph.D. – Director, Wharton Neuroscience Initiative, UPenn Audrey Steele – EVP Sales Research Insights & Strategy, FOX Corp. | OOH Measurement’s Game Has Changed A shift in how brands use out of home to meet consumers throughout their journey and reposition OOH’s value and role in the marketing mix. Christina Radigan – SVP, Research & Insights, Outfront |
| 12:00-12:20pm | Industry In Progress: Unlocking The Power of Inclusive Advertising Research study to help marketers build their inclusivity IQ, achieving true diverse representation in advertising. Denya Chinquee – Senior Director, Audience Impact & Intelligence, Paramount Advertising Michelle Green – Manager, Audience Impact & Intelligence, Paramount Advertising | Foundations of Incrementality New methods can help advertisers move up the ladder of incrementality – and enable other research – by leveraging past experiments in lightweight ways. Sophie MacIntyre – Ads Research Lead, Marketing Science, Meta | Measuring Attention and Outcomes for Audio Advertising An industry-first project measures attention to audio ads compared against other media formats. Mike Follett – CEO, Lumen Joanne Leong – Global Head of Planning, Dentsu |
| 12:30-12:50pm | Viewer Pre-Dispositions to Seeing an Ad in an Unexpected Language Is ad language an obstacle to viewer comprehension, or is it an invisible fence? Ben Cunningham – Director, Ad Experience Measurement, NBCUniversal Carla Kelly – SVP, Client Partnerships, NBCUniversal Simran Srinivasan – Product Manager, Video Products, NBCUniversal | Experimentation Unleashed: Driving Transformation Using Cutting-Edge Data Building transformative programs that leverage causal impact data to drive major increases in returns from brand marketing. Cesar Brea – Partner, Bain & Company James Slezak – CEO, Swayable | Aligning with Rituals: The Contextual Foundation of Audio The importance of aligning audio ads with consumer rituals for more effective campaigns. Prayushi Amin – Associate Director, Magna Global Idil Cakim – SVP, Research & Insights, Audacy |
| 12:50 – 1:50pm | Lunch |
| 2:00–3:20pm | Concurrent Breakout Sessions |
| RELEVANCE IN ADVERTISING | ATTENTION AND IMPRESSION QUALITY: Ad Experience, Impact & Media Planning | CHANGES IN AUDIENCE BEHAVIOR: Streaming & Viewer Experience | |
| 2:00–2:20pm | TBD | Determining the Value of Emotional Engagement to TV An actionable impression quality metric for TV that allows valuation and pod placement optimization. Pedro Almeida – CEO, MediaProbe | Linear vs. Streaming: Current State of Creative and Media Characteristics and trends of streaming vs. linear use: ad types, R/F, investment by campaign types. Nicole Lawless DesJardins – Sr. Director Data Science, iSpot.tv Leslie Wood, Ph.D. – CRO, iSpot.tv |
| 2:30–2:50pm | Best Practices for Multilingual Campaigns Delving into the role of language in cultivating deeper connections with multilingual audiences. Shivani Goel – Research and Insights Partner (Multicultural, Entertainment and Technology), TikTok Jaclyn Williams – Research and Insights Manager, NA & Global Functions, TikTok | Face Verification as Real-Time Solution for Survey Quality Face Verification guarantees the best possible panel quality as well as bot, duplicates and fraud detection. Mihkel Jäätma – CEO, Realeyes Scott Jones – VP of Product, Realeyes Nick Sutton – Chief Strategy Officer, Kantar Profiles | How Streaming Release Models Impact Viewing Behaviors Streaming platforms that release bingeable shows have an edge on audience retention and engagement. Rebecca Fine – Associate Director, Marketing Insights, Samba TV Cole Strain – VP, Head of R&D, Samba TV |
| 3:00-3:20pm | TBD | Emotional Drivers of Long-Term Effectiveness of YouTube Ads Multimodal research project that unveils the emotional drivers of long-term brand effects though advertising. Manuel Garcia-Garcia, Ph.D. – Global Lead of Neuroscience, Ipsos Ariane Le Port – Global Head of Research for Creative Works, Google Geraldine Rodriguez – Client Manager Applied Research, Ipsos | Augmented Reality – Unlock New Technology to Drive Brand Growth How users are consuming AR, and best practices to deploy it successfully as part of the marketing mix. Aarti Bhaskaran – Global Head of Research & Insights, Snap Inc. Kara Louis – Group Research Manager, Snap Inc. |
| 3:20-3:40pm | Afternoon Break |
| 3:40-4:00pm | Presentation Know Your Market, Grow Your Market! Marketers have always desired a holistic view of adjacent and white space opportunities to grow their business. But that desire is lost in translation because of siloed execution across opportunity assessment, planning, targeting, and measurement. Further, 50% of the time the marketer view of the competitive category is not reflective of how consumers ultimately make purchase decisions in the broader market. This lack of harmony leads to an incorrect understanding of the consumer’s purchase journey, messaging and targeting. This session explores a holistic approach to solve this challenge by linking a marketer’s desired adjacent and whitespace opportunities to a consumer’s product consideration attributes as they walk the aisle, and ultimately to targeting and ROAS measurement. Vijoy Gopalakrishnan – SVP, Product Management, Innovation Products and Media Intelligence Suite, Circana |
| 4:00-4:20pm | Keynote Presentation Perilous Media Measurement… What Measures are Key to Brand Growth Many marketers are awash with data to plan and evaluate media decisions. But not all media metrics are equal. Some commonly used measures can disguise poor media buys, some are impacted by non-media factors and some media KPIs lead to investments which are counter growth. This keynote will bridge evidence about what is needed for brand growth with the media domain, to provides important insights for media decision makers including what should be priority media measures, which have a role as hygiene measures and to identify measures which can be perilous. Prof. Rachel Kennedy – Associate Director (Product Development), Ehrenberg-Bass Institute for Marketing Science |
| 4:20-4:50pm | What Do Marketers Need from Their Media Measurement? Sorin Patilinet – Senior Director, Marketing Effectiveness, Mars Speakers TBD Moderator: Scott McDonald, Ph.D. – President & CEO, ARF |
| 4:50-5:00pm | Closing Remarks Scott McDonald, Ph.D. – President & CEO, ARF |
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C-Suite executives, senior and mid-career leaders and young professionals hailing from marketer, media, agency, research companies as well as academia will benefit from the breadth and depth of research shared. Industries include automotive, beauty, CPG, finance, food and beverage, hospitality, pharma, retail, and technology.
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AUDIENCExSCIENCE’s Board of Curators lends their insight and expertise to determine which submissions, entered during an industry-wide call for content, will be presented at the conference. This committee includes all of the ARF’s member constituents — Research, Marketers, Media, Agency, and Association/Academics.
Tracy Adams, Ph.D.
Advertising Research Foundation
Masa Aida
Applecart
Vassilis Bakopoulos
MMA
Aarti Bhaskaran
Snap
Terrie Brennan
Beatgrid
Colin Campbell
Journal of Advertising Research
Josh Chasin
Knot Simpler, Inc.
Shari Cleary
Tina DeSarno
MarketCast
Paul Donato
Advertising Research Foundation
Mike Follett
Lumen Research
Justin Fromm
Samsung Ads
Bharath Gaddam
DataPoem
Rouzbeh Gerami
Nielsen
Chip Godfrey
Analytic Partners
Vijoy Gopalakrishnan
Circana
Abhi Gupta
Google
Lisa Herdman
RPA
Helen Katz
Publicis Media
Tameka Kee
Coalition of Innovative Media Measurement
Taylor Locke
TVision
Jay Mattlin
Advertising Research Foundation
Carl Mela, Ph.D.
Duke University
Steven Millman
Dynata
Claudia Oberlin
Ipsos
Kara Pellegrino
PepsiCo
Lisa Pezzuto
Dotdash Meredith
Amy Rask, Ph.D.
MediaScience
Eric Sherman
GSTV
Aaron Slotnick
TransUnion
Keith Smith, Ph.D.
Marketing Science Institute (MSI)
Sunil Soman
Blue Moon Media Research
Alyson Sprague
Wondery
Horst Stipp, Ph.D.
Advertising Research Foundation
Rachel Sweet
St. Jude
Earl Taylor
Marketing Science Institute (MSI)
Michael Vinson
Comscore
Jon Watts
Coalition for Innovative Media Measurement
Jaclyn Williams
TikTok
Leslie Wood, Ph.D.
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AUDIENCExSCIENCE 2024: Past Event Highlights
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Cross-Platform Measurement Options from an Agency Perspective
How to Calculate Reach and Frequency Using Virtual IDs (VIDs)
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