Brand Differentiation Pays
Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »
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consumer behavior
Why a Content Library is Important for Streamers
Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »
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- Targets & Segments
- Article
Beyond Clicks: What Polarizing Content Really Costs Publishers
Digital publishers often assume that content generating the most clicks also creates the most valuable readers. This MSI Working Paper challenges that assumption. Using behavioral data from a major European news publisher, the researchers find that while politically polarizing content reliably increases engagement, it does little to drive subscriptions—and during politically charged periods, it can actually reduce subscriber acquisition and increase churn. The findings offer important guidance for publishers and marketers seeking to balance short-term attention with long-term customer relationships.
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- Future States & AI
- Article
How LLM Adoption Is Reshaping Search, Web Traffic and Digital Advertising
As consumers increasingly turn to large language models for information, their wider online behavior may change in ways that affect search engines, publishers and advertisers. This MSI Working Paper analyzes detailed browsing data to examine what happens after users adopt LLMs. The researchers find that traditional search activity eventually declines by more than 20%, visits to smaller and education-related websites fall, and exposure to display advertising decreases. The findings suggest that LLMs are becoming substitutes for some established online activities while potentially concentrating traffic among the web’s largest platforms.
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- Past Event Highlights
- Article
Global vs. Local Marketing
On July 23, the ARF Young Pros discussed what it takes to build and execute successful global marketing campaigns and the strategic elements that drive effectiveness at scale, including cultural nuances, market-specific behaviors, and cross-market alignment while maintaining a cohesive global message. Plus, attendees had the chance to work together to create a quick mock campaign concept and then pitched their ideas back to the larger group.
Member Only AccessGlobal vs. Local Marketing
Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »
Member Only AccessAdvertisers’ AI Worries in Cannes
Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »
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- Future States & AI
- Article
Striking the Right Balance in AI-Personalized Advertising
Generative AI is opening new possibilities for hyper-personalized advertising, including the ability to create AI-generated faces that closely resemble individual consumers. But how similar is too similar? This Journal of Advertising Research study finds that while moderate facial resemblance can improve advertising effectiveness, excessive similarity may backfire. The research introduces a new framework for measuring facial similarity and identifies an optimal personalization threshold that maximizes purchase intentions while avoiding consumer discomfort and resistance.
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