On June 25, OptiMine dove into the specifics of Google’s privacy changes and revealed how these changes will impact the marketing and measurement landscape. Traditional forms of measurement will no longer be viable as privacy-driven data loss continues to diminish accuracy, coverage and reliability. Attendees gained applicable strategies on how their brands can adapt before it’s too late.
Member Only Access
On February 28th, the ARF Young Pros gathered, both in person and virtually, to learn about the utilization of AI tools and their capabilities by companies like Comscore and LinkedIn. Paul Donato, representing the ARF, began with an overview of the recently published ARF Handbook on AI in advertising research. Following that, Danan Ren and Tiffany Terilli from Comscore shared insights on how the company currently leverages AI and how we can all benefit from this technology. Virtually, Rogier Verhulst and Kendra Speed from LinkedIn presented how they use ChatGPT to understand brand association, with Kendra providing a practical example of integrating AI tools into our daily work. Finally, attendees practiced creating surveys using AI tools such as ChatGPT, Gemini, and Bard.
Member Only AccessOn June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
Dennis Buchheim has a unique perspective from “two sides” of the ad industry. He leads Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. Dennis shared a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape. Only together can the industry understand these changes and create paths forward. As opportunities are evaluated to evolve how data is used, research will be critical in refining the industry’s foundational knowledge and providing tactical guidance.
Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”
On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
Member Only Access
Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.
Member Only Access
on the upper right of the web site or create an account to view this page.
Google recently announced it’s Chrome browser will cease using third-party cookies by 2022. This has sent shockwaves throughout the industry, as 66% of all browser use comes through Chrome. That announcement, along with a number of privacy regulations coming in—including the EU's General Data Protection Regulation (GDPR), are predicted to alter the digital marketing landscape. Read more.