ARF Original Research

The ARF 2025 Research Intelligence Hub: Key Insights for Advertising Effectiveness

The ARF 2025 Research Intelligence Hub: Key Insights for Advertising Effectiveness

  • ARF Research Compendium

The ARF’s 2025 Research Reports & Resources compendium brings together the most important thinking shaping advertising research today—from AI and privacy to media planning, attention and brand strategy. Spanning dozens of studies, reports and expert perspectives published by the ARF in 2025, this collection provides marketers and researchers with a practical, forward-looking view of how data, technology and consumer behavior are redefining the discipline.

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Privacy, Trust & AI: How U.S. Consumers Are Rewriting the Rules of Advertising

Privacy, Trust & AI: How U.S. Consumers Are Rewriting the Rules of Advertising

  • ARF Original Research

The ARF’s latest privacy study shows that U.S. consumers are more informed, more trusting and more engaged with artificial intelligence than ever before—yet still cautious about how it and other technologies use their data. Drawing on responses from more than 1,200 adults, the 2025 study reveals rising openness to data sharing when clear benefits exist, persistent skepticism toward certain targeting practices and growing expectations for transparency, especially around AI. For advertising researchers, the findings highlight a shifting privacy landscape where relevance, trust and first-party data strategies are increasingly intertwined.

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