A new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption. Read more »
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As media multitasking becomes the norm rather than the exception, advertisers face growing challenges in capturing and sustaining audience attention. This research demonstrates that introducing unfamiliar cues—such as technical or uncommon terms—into ad content can trigger selective attention and meaningfully improve ad recall, but only when audiences are multitasking in ways that are congruent with the message. Across multiple experimental studies, the findings show how curiosity-driven engagement can help ads break through distraction and be remembered more effectively.
Member Only AccessA new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption. Read more »
Member Only AccessA new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption. Read more »
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Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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A new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption. Read more »
Member Only Access
Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.
Member Only AccessA new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption. Read more »
Member Only Access