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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On August 5, the ARF Women in Analytics launched the 2026 Mentorship Program and discussed tips for growing and maintaining their connections. Attendees learned the methodology behind how their matches were determined and heard from past mentor-mentee pairs about their experiences and ideas for building a successful relationship.
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Artificial intelligence is becoming deeply embedded in advertising and marketing, but adoption alone is no longer the story. In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams examines findings from the ARF's latest AI research, which reveals that while organizations are increasingly confident in AI-generated outputs, many are still developing the testing, governance and measurement practices needed to ensure those outputs deliver meaningful business value.
Randomized controlled trials remain the gold standard for measuring advertising effectiveness, but they are often too costly and complex to deploy across every campaign. This MSI Working Paper introduces Predicted Incrementality by Experimentation (PIE), a new framework that uses data from a limited set of experiments to predict causal advertising effects for campaigns that are not directly tested. The research demonstrates that PIE can dramatically outperform traditional attribution metrics, offering marketers a practical way to scale causal measurement without scaling experimentation itself.
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