Editor’s Note: The title of this article is, frankly, somewhat misleading. However, eMarketer provided a table (based on data from WARC) of the global responses ranking of the 10 tech trends. Read more »
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Artificial intelligence has rapidly become part of the everyday marketing toolkit, transforming everything from creative development and campaign measurement to analytics and customer engagement. Drawing on two nationwide surveys of more than 200 U.S. advertisers and agencies, this new ARF study explores where AI adoption stands today, which tools marketers rely on most, how organizations are validating AI outputs and the governance practices emerging as AI becomes central to marketing operations.
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Artificial intelligence is becoming deeply embedded in advertising and marketing, but adoption alone is no longer the story. In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams examines findings from the ARF's latest AI research, which reveals that while organizations are increasingly confident in AI-generated outputs, many are still developing the testing, governance and measurement practices needed to ensure those outputs deliver meaningful business value.
The Advertising Research Foundation (ARF), in collaboration with CIMM and MSI, presents The Future of Media Planning in an AI-Powered, Data-Driven World. This report explores how AI, privacy-first strategies and outcome-based metrics are transforming the discipline of media planning. Designed for researchers and practitioners, the paper provides a roadmap for navigating audience fragmentation, evolving regulations and new measurement frontiers—while keeping business outcomes at the center of strategy.
Member Only AccessEditor’s Note: The title of this article is, frankly, somewhat misleading. However, eMarketer provided a table (based on data from WARC) of the global responses ranking of the 10 tech trends. Read more »
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Today’s consumer is spread across more platforms than ever. On October 15, the ARF AI Series explored how to transform your creative process from a bottleneck into a growth engine. This session provided attendees with a clear roadmap to amplify talent, bring more ideas to life and drive measurable growth.
Member Only AccessEditor’s Note: The title of this article is, frankly, somewhat misleading. However, eMarketer provided a table (based on data from WARC) of the global responses ranking of the 10 tech trends. Read more »
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How is the loss of digital identifiers reshaping advertising research? This guide, by the ARF Analytics Council, offers advertising researchers a deep dive into the privacy-first landscape, covering regulatory impacts, measurement challenges and practical identity solutions—from synthetic IDs to advanced modeling—to enable successful targeting and attribution in a fragmented ecosystem.
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