CPG/FMCG

What Buyers Expect from Retail Media Measurement

What Buyers Expect from Retail Media Measurement

  • ARF; The Advertising Club of New York

As retail media expands across onsite, offsite and in-store environments, buyers are looking beyond basic attribution to determine whether advertising is actually driving incremental sales. In a guest article for The Advertising Club of New York, Tracy Adams, PhD, ARF Senior Director of Research & Insights, examines findings from the second phase of the ARF Retail Media Network Standardization Project, revealing what advertisers and agencies say they need to make retail media measurement more comparable, transparent and trustworthy.

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Analytics & Forecasting 2026

Analytics & Forecasting 2026

  • Analytics & Forecasting

AI is transforming how organizations generate insights and forecast outcomes, but questions remain about reliability and the need for human oversight. On September 14-15 in NYC, industry and academic leaders gathered to discuss integrating AI into analytics workflows and maintaining transparency.

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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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Global vs. Local Marketing

Global vs. Local Marketing

  • YOUNG PROS

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.

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