Featured Speakers

Rex Briggs

Chief AI Officer, Claritas
Co-Author, The AI Conundrum

Caleb Briggs

Co-Author, The AI Conundrum

Kate Scott-Dawkins

Global President, Business Intelligence, GroupM

Prof. Rachel Kennedy

Associate Director (Product Development), Ehrenberg-Bass Institute for Marketing Science


ARF’s annual AUDIENCExSCIENCE conference will bring to light the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees will learn about a wide array of new and evergreen industry topics, endemic to our industry changes.

World-class thinkers will share their perspectives on the future of advertising research and measurement, and how tomorrow’s technologies and data trends will impact advertising and media.


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.

AI and New Ad Formats

AI and New Ad Formats


In today’s complex advertising landscape, countless questions surround Artificial Intelligence and the multiple roles it plays in creative, measurement, and future influence on the industry. New (or “new-ish”) ad formats are also expanding as audiences interact with evolving tech such as video games, podcasts, voice-assistants, and the metaverse. Influencers also are affecting consumer behavior. Research is invited on experiences in these formats, including but not limited to:

  • Do these formats require new measurement approaches? How do our existing tools adjust to audience behaviors that are specific to these new environments and formats?
  • Demand is growing for more direct connection between consumers and brands—how do audiences respond to influencer vs. conventional advertising?
  • How is AI used in content creation and scheduling? What about targeting, content optimization and insight generation? What are best practices to use AI in research/measurement? How can we use it along with existing technologies? Will AI create new black box solutions that defy traditional quality audits? How can AI increase efficiency and impact, reduce costs, enhance consumer choice and experience? Will it open audience measurement to higher levels of fraud and manipulation? What new safeguards are companies introducing to realize the benefits of AI and limit the liabilities? Success stories and use cases are encouraged.

AI and New Ad Formats

Impression Quality

Impression Quality


New cross-media measurement initiatives are looking to provide advertisers with a better understanding of reach and frequency across different pools of inventory. But some industry participants argue that equivalizing all impressions is a mistake, suggesting that content quality and context are critically important. Research is invited on the following themes but not limited to:

  • What metrics should we value most in measuring impression quality? Why? Can quality be objectively measured? Does high quality content really drive superior outcomes and better ROI or are all impressions effectively equal? What tools are available to effectively measure attention (and in-attention)? Which are superior? You are invited to share more on the validity, reliability, and predictive power of attention. How can different types of companies benefit from understanding impression quality measures (Advertiser vs. Publisher?)

Impression Quality

Audience Diversity

Audience Diversity


How do you appeal to audiences in a culturally diverse but polarized population? Research is invited on insights about the changing composition and texture of target audiences and methods to assure unbiased estimates and inclusion of all segments. Consider these questions, but additional work on this topic will be accepted:

  • How do you avoid alienating “general market” audiences for ads that have been designed with diverse audiences in mind? How do we leverage culturally relevant insights into cross-platform measurement or other existing methods? How does audience diversity make measurement harder, especially with growing media fragmentation? Can big data and panels provide an objective landscape? How does bias in big data impact audience driven program and content decisions?

Audience Diversity

Audience Behavior

Changes in Audience Behavior


Transformation in consumer behavior continues to pose challenges for brands and their marketing measurement. There is more regulation in place now that restricts behavioral targeting, but do consumers notice it? If they see a well-targeted ad, do they assume it is from behavioral targeting, even if it is just contextual? Are consumers actually demanding more control over their data and privacy regulation? How can new and existing methods help marketers adapt to changes in consumer behavior? Research is invited that examines these challenges and answers key questions, including but not limited to:

  • Do changes in consumer behavior open new opportunities for advertising – e.g., in gaming, metaverse, retail, ad avoidance, and tradeoffs between costly subscriptions and Free Ad-Supported Streaming TV (FAST)? Are viewers moving from ad free tiers to ad supported ones, how fast are subs churning, and in what direction?
  • A recent challenge that is especially difficult for brands to navigate is political polarization and its invasion into advertising. For instance, there have been significant boycotts in response to “woke” ad campaigns. Will the current political environment and schedule of the upcoming primaries and trial influence networks and viewing habits?

Audience Behavior

New State of TV

New State of Video Measurement


The proliferation of TV data sources, including new metering solutions, along with existing sources such as, set-top boxes, OTT data, ACR solutions, and panels, are transforming measurement and stimulating innovation across the marketplace. However, data from these sources bring their own challenges in terms of bias, error, fragmentation, normalization, personification, and de-duplication. How are providers overcoming these challenges to deliver improved measurement solutions for video content and advertising? Research is invited to showcase the latest innovations and solutions for the challenges of TV audience measurement., including but not limited to:

  • What role do panels play in the future of TV audience measurement? What is the role for privacy-enhancing techniques (PETS), virtual ID’s (VIDS) and other identity resolution solutions? How are linear TV and CTV audiences being integrated in planning and buying? Is anyone measuring the biases of the above stated sources and does using multiple sources address the biases?
  • How does the state of video measurement impact the state of media currencies? What organizations are actually using multiple currencies and how do they differ? How do we better understand the crucial difference between measurement and currency? Are agencies and their clients ready for multiple currencies and how should they handle situations where different suppliers have varying numbers? (Case studies encouraged).
  • Video streaming services have greatly expanded their tiers to include multiple levels of ad exposure, including ad-free SVOD. How will the digital data these can provide be integrated, planned, measured and bought.

New State of TV

Traditional Media

Traditional Media — New Developments


Can we still effectively engage consumers without video advertising? How do we measure this impact? How do radio, print and out-of-home ads work best in a video-saturated environment? Research is invited on updates of any ad formats outside of video, such as radio, print, and out of home. How do these formats and their measurement methods correlate with video measurement, if at all? Case studies are encouraged.

Traditional Media

Winning Papers

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Toastmaster Alumni

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Who Should Attend?

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.

Ad Measurement
Ad Sales Research
Analytics and Insights
Audience Impact
Consumer Insights
Data Insights
Data Science
Digital Research
Marketing Analytics
Marketing Effectiveness
Marketing Science
Media Analytics
Media Research

Platinum Sponsors

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Gold Sponsors

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Board of Curators

AUDIENCExSCIENCE is the ARF’s largest annual conference, with a broad focus on audience measurement. The event’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 represents all of the ARF’s member constituents — Research, Marketers, Media, Agency, and Association/Academics.

Vassilis Bakopoulos

Mobile Marketing Association

Chris Bruderle

Internet Advertising Bureau (IAB)

Nanette Burns

Journal of Advertising Research

Josh Chasin


Paul Donato

Advertising Research Foundation

Jon Farb


Mike Follett

Lumen Research

Joetta Gobell

Dotdash Meredith

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Chip Godfrey

Analytic Partners

Max Kalehoff


Helen Katz

Publicis Media

Divya Kaur


Tameka Kee

Coalition for Innovative Media Measurement

Jay Mattlin

Advertising Research Foundation

Scott McDonald, Ph.D.

Advertising Research Foundation

Mi hui Pak

Advertising Research Foundation

Neelima Panuganti

General Mills

Amy Rask


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Jeremy Slick


Horst Stipp, Ph.D.

Advertising Research Foundation

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Rachel Sweet

St. Jude

Earl Taylor

Marketing Science Institute (MSI)

David Tice

Hub Entertainment Research

Matt Voda


Jon Watts

Coalition for Innovative Media Measurement

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Monica Wood




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