attribution

Saturation Curves Are a Relic: How Large Causal Models Are Replacing Linear Projection with True Marketing Optimization

Saturation Curves Are a Relic: How Large Causal Models Are Replacing Linear Projection with True Marketing Optimization

  • INSIGHTS STUDIOS

On September 10, DATA POEM introduced interconnected, non-linear optimization using Large Causal Models, which enable real-time, granular decision-making across all marketing levers and market scenarios. This session was designed for leaders who suspect their current optimization framework is leaving significant value on the table—and want to understand what the architectural alternative looks like in practice.

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Making Sense of Open-Source Marketing Mix Modeling

Making Sense of Open-Source Marketing Mix Modeling

  • ARF; MSI

As privacy changes make it harder for marketers to track individual customer journeys, media and marketing mix modeling (m/MMM) is experiencing renewed interest. Open-source tools from Meta, Google and the PyMC ecosystem promise to make these methods more accessible, particularly for organizations without the resources for customized proprietary models. In this MSI working paper, Julian Runge and Koen Pauwels evaluate the leading open-source approaches, examining their capabilities, differences and tradeoffs. Their analysis shows that while automation can democratize sophisticated marketing measurement, using these tools responsibly requires careful attention to model assumptions, diagnostics, calibration and validation.

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Beyond the Hype: How AI Is Reshaping Modern Marketing

Beyond the Hype: How AI Is Reshaping Modern Marketing

  • ARF ORIGINAL RESEARCH

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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Beyond the Dashboard: Rethinking How Marketing Success Is Measured

Beyond the Dashboard: Rethinking How Marketing Success Is Measured

  • ARF; The Advertising Club of New York

Marketers have access to more data than ever before, yet many still struggle to answer the most important question: Did the marketing effort truly make a difference? And if so, how? Lots of metrics exist. So, is collecting more metrics the best approach to evaluating true impact? In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams argues that the future of measurement isn't about collecting more metrics—it's about integrating multiple approaches to build a more complete, decision-ready understanding of marketing impact.

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Bridging the Human-to-AI Identity Gap

Bridging the Human-to-AI Identity Gap

  • ARF COUNCIL REPORT
  • CROSS-PLATFORM MEASUREMENT COUNCIL

As generative search and agentic AI transform how consumers discover, evaluate and purchase products, traditional identity resolution and attribution systems are struggling to keep pace. This new paper by the Identity Resolution Working Group of the ARF Cross-Platform Measurement Council, introduces the concept of “Delegated Identity”—a framework designed to reconnect human intent with AI-driven actions in an increasingly AI-mediated marketplace. The report explores the emerging identity gap, evaluates industry readiness and outlines the challenges and opportunities facing marketers, identity providers and AI platforms.

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