The ARF’s 2025 Research Reports & Resources compendium brings together the most important thinking shaping advertising research today—from AI and privacy to media planning, attention and brand strategy. Spanning dozens of studies, reports and expert perspectives published by the ARF in 2025, this collection provides marketers and researchers with a practical, forward-looking view of how data, technology and consumer behavior are redefining the discipline.
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This compendium report highlights all of the ARF research reports and resources produced in 2025, including ARF original research reports, Psychology of Gen AI series, Council reports, podcasts and infographics, along with Knowledge at Hands.
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Sergey Fogelson, Ph.D. – VP, Head of Data Science, TelevisaUnivision
Pouya Tehrani, Ph.D. – Director of Data Science, TelevisaUnivision
Sergey Fogelson and Pouya Tehrani of TelevisaUnivision presented a household-level identity graph designed to more accurately identify and target U.S. Spanish-language media consumers, whose total addressable market (TAM) differs significantly from the general population. The system integrates extensive first-party data (e.g., direct-to-consumer touchpoints) with 10–15 third-party datasets (including demographic, behavioral and ad exposure data) to detect signals of Spanish-language media affinity (e.g., language settings, site visitation, cultural content consumption). The graph links identifiers (e.g., IPs, hashed emails, device IDs) to individuals and households, enabling cross-device and cross-platform targeting and measurement.
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