cross-platform

AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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The State of Cross-Platform Metrics: The Advertiser’s Perspective

The State of Cross-Platform Metrics: The Advertiser’s Perspective

  • Cross-Platform Council Working Group

Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.

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TV Deconstructed: Latest Findings from DASH

TV Deconstructed: Latest Findings from DASH

The ARF Universe Study of Device and Account Sharing (DASH) is a nationally projectable enumeration study of consumer behavior in TV and digital media. DASH records in granular detail how US households connect to and consume TV, use digital devices, and interact with and share streaming media and ecommerce accounts. Launched in 2021, this syndicated study is designed to serve as an industry standard truth set for insight and data calibration. The report just released by the ARF highlights findings from the first wave of DASH 2022. Data and findings from the full 2022 data set will be available in January 2023.

Demystifying Data Cleanrooms: A Marketer’s Handbook

Demystifying Data Cleanrooms: A Marketer’s Handbook

The ARF Cross-Platform Measurement Council has put out a practical handbook to help marketers and media operators gain a full understanding of data cleanrooms. It explains how cleanroom vendors provide clients and their partners with such a service, which links first-party data across two or more companies on a record level in a secure and privacy-compliant fashion. Interest in cleanrooms has been increasing because the disappearance of third-party cookies is on the horizon. The handbook not only demystifies cleanrooms, but it also includes use cases for insights, audience activation and measurement, and offers practical advice on questions to ask data cleanroom providers.

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