The ARF

Marketing Performance Measurement – Where are We Now?

Posted: July 26, 2023

On July 12, 2023, the ARF Cross-Platform Measurement Council’s Attribution Working Group brought together a panel of performance marketing experts to discuss where we are now in marketing performance measurement. Panelists from both the service provider and the user side of performance measurement shared their thoughts on the new and remaining challenges and the tools we have today to address them. Alice Sylvester (Partner, Sequent Partners) and John Young (SVP, Audience Analytics Solutions, MediaHub) moderated 3 insightful discussions with a group of industry experts Allyson Dietz (Senior Director, Marketing Solutions, Neustar), Vijoy Gopalakrishnan (Chief Research Officer, iSpotTV), Stephen Williams (CEO, Marketing Evolution), Karen Chisholm (Director, Analytics Transformation, Pernod Ricard), Sophie McIntyre (Ads Research Lead, Meta), Sunil Soman (VP, Campaign Effectiveness, Warner Brothers Discovery, Chair of the Attribution Working Group), and Emily Weishaupt (Communications Insights manager, Nestle Purina NA).

Research & Data Quality
Article

Marketing Performance Measurement – Where are We Now?

by Meredith Zhang, TikTok (Young Pros Officer)

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Identity Resolution Solution – How Close Are We?

Posted: July 10, 2023

Few would argue that a solution for identity resolution is needed to effect cross-platform video measurement. However, connecting different digital devices to unique users and households is fraught with legal, technical, and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt?

Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool

Posted: July 10, 2023

The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:

How can they increase transparency around data and content insights across SVOD, AVOD, and entertainment sources while preserving user privacy? Then, how can they make it global?
How can they enrich YouGov’s Signal’s existing trove of data that they collect across the entertainment world with deeper and more accurate viewership while simultaneously helping their clients stay ahead of changing regulation?
How can they empower their 14 million-plus panelists to take control of their digital assets?

MODERATED TRACK DISCUSSIONS

Posted: July 10, 2023

In this moderated discussion for the track, Cross-Platform: Measurement & Identity, the speakers answered questions from the attendees about their respective presentations and discussed cross-platform challenges.

Extending the Audience Scope: Brand in a Multisource Data Context

Posted: July 6, 2023

This presentation describes a project to enhance analytics on print and digital audiences in France. The main sources of data for print and digital audiences in France are:

ACPM/One Next: References audience measures for magazines and newspapers.
Mediametrie: Reference for broadcast and web media audiences.
Kantar Media Division/TGI: Established to analyze consumer behaviors, brand preference, and market trends for advanced segmentation, planning, and activation.

A Holistic Measurement Journey

Posted: July 6, 2023

Change has been the only constant of the past 18 months, but for brands that know how to adapt, this change represents opportunity. Holistic measurement – from understanding incremental impact across channels to building in considerations for macro factors like consumer behavior shifts and the pandemic – is key to sustained growth.

The Evolution of Measurement and Looking Towards a Privacy-Centric Ecosystem

Posted: July 6, 2023

The ARF’s Paul Donato interviewed Snap’s Gaz Alushi about the impact of privacy-centric ecosystems on measurement and the consumer. From his perspective of working within a walled garden, Gaz speaks to how Snap puts the consumer first without conflating tracking with measurement in capturing the impact of an ad campaign. Paul and Gaz also discussed the industry’s response to privacy regulations, working with first- and third-party data, the MRC’s cross-platform standards, and how Snap works with partners across the spectrum to measure its audiences.

THE LAST WORD: Tuesday

Posted: July 6, 2023

Stephen DiMarco (Tubular Labs) moderated this discussion on the second day of the conference with the anchor commentators who shared their perspectives on what they heard and what it means.

Attentive Reach: The Case for Human Attention in Brand Advertising

Posted: July 6, 2023

Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.