JULY 26 @ 12:00 PM – 1:00 PM EDT | Virtual
AGENDA
In last November’s Insights Studio, Implications of Changing Privacy Frameworks on Measurement and Marketing, industry experts were brought together to debate questions raised around the consequences of recent privacy changes related to new regulatory and platform policies.
In this next one-hour Insights Studio event, the focus will be shifting to ways that measurement practitioners should adapt to this new era of privacy with the tools they use to measure ad performance effectiveness. The speakers will explore new considerations for existing methods such as MMMs and MTAs. The panel will then discuss the pros and cons of various privacy enhancing technologies (PETs) such as multi-party computation, clean rooms, and more.
Takeaways:
- Gain better understanding of how privacy changes impact existing performance measurement tools.
- Find out how to respond to those changes based on your current measurement toolkit.
- Learn more about privacy enhancing technologies (PETs) and understand pros and cons of various PETs
12:00 – 12:05pm
Welcome
Paul Donato – Chief Research Officer, ARF
12:05 – 12:15pm
Measuring Advertising Performance in the New Era of Privacy
Insights from a new study will be shared about ways that measurement practitioners should adapt to this new era of privacy with tools they use to measure ad performance effectiveness.
Paul Donato – Chief Research Officer, ARF
12:15 – 12:25pm
Implications on Existing Measurement Tools
Privacy changes will yield new considerations for existing tools such as Marketing Mix Models, Multi-Touch Attribution models, and experiments. Find out why not all tools will be impacted in the same way, and how the extent to which they will be impacted varies.
Jessica Nguyen – Research Scientist, Meta
12:25 – 12:35pm
Privacy-Enhancing Technologies (PETs) and Emerging Solutions
PETs are becoming popular in the advertising ecosystem as enablers of new performance measurement. PETs are not workarounds to privacy changes, but are tools that can be leveraged within solutions to support key measurement use cases while respecting people’s privacy. Hear about proposed broader industry/platform solutions that leverage PETs.
Dennis Buchheim – President, ThinkMedium
12:35 – 12:55pm
Panel Discussion: Performance Measurement and Privacy Enhancing Technology
Panelists will explore new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discuss the pros and cons of various privacy enhancing technologies (PETs) including multi-party computation, clean rooms, and more.
Jessica Nguyen – Research Scientist, Meta
Dennis Buchheim – President, ThinkMedium
Moderator: Paul Donato – Chief Research Officer, ARF
12:55 – 1:00pm
Closing Remarks
Paul Donato – Chief Research Officer, ARF