AI and Advertising: Purpose, Promise and Peril
The growing use of artificial intelligence in advertising research was the topic of an ARF Town Hall event.
big data
The Transition to a Multi-Currency Market
Deloitte, with input from the 4A’s, ANA and CIMM, has issued “The Future of Television: A Transition to a Multi-Currency National TV Market: Industry Perspectives on TV Currency.” The report describes the TV industry as in transition and that the future of the TV currency — or rather currencies — is yet to be determined.
News You Can Use Reading List
Editor’s Note: Here are two recently published books that might be of interest.
- Research & Data Quality
- Article
JAR Calls for Papers: Immersive Technologies & Prosocial Advertising
Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.
How to Increase Data Accuracy
Data quality and the choice research mode have a large impact on findings obtained through both big data and panels. It is important to be aware of these sources of bias to avoid misleading conclusions.
Better Tools to Optimize Creative
A new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.
- Research & Data Quality
- Article
Attribution & Analytics Accelerator 2022
The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.
Member Only AccessARF 2022 Research Initiatives
A recent ARF Research Leadership Committee meeting focused on the ARF’s Research program for 2022. Here are the highlights.
- Creative & Branded Content
- Article
How Does the Digital Environment Impact Advertising Creativity?
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
- Research & Data Quality
- Article
Identity Resolution Group: Demystifying Data Cleanrooms
Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.
Member Only Access