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Overview

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.

Who should attend?

AGENDA

Wednesday, March 20

Thursday, March 21

Wednesday, March 20

Thursday, March 21

Speakers

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	Measurement
Media Analytics	Media Research	Research	Strategy

Board of Curators

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.

	Early Mover 2/10/25	Standard 3/25/25
IN-PERSON
MEMBER	$1,199	$1,299
NON-MEMBER	$1,399	$1,499

	Early Mover 2/10/25	Standard 3/25/25
VIRTUAL
MEMBER	$699	$799
NON-MEMBER	$899	$999

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 Caleb Briggs – 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 Chrystal Day – Marketing Insights, Strategy and Impact Leader, YouTube Tina DeSarno – SVP, Advertising Research, 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

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 Justin Fromm – Insights, Samsung Ads Paul Donato – Chief Research Officer, ARF Jim Meyer – General Manager, DASH
3:50-4:10pm	A Conversation with Nielsen Deirdre Thomas – Chief Product Officer, Audience Measurement, Nielsen Scott McDonald, Ph.D. – President & CEO, ARF
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 Colleen Fahey Rush – EVP & CRO, Paramount Bharad Ramesh – Executive Director, Research & Investment Analytics, GroupM Moderator: Jon Watts – Managing Director, Coalition for Innovative Media Measurement
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

12:50 – 1:50pm	Lunch
2:00–3:20pm	Concurrent Breakout Sessions