Improving Attribution Measurement
Attribution measurement continues to present challenges despite many advances. Read more »
Member Only Access
identity resolution
2025/2026 ARF Research Reports & Resources
This compendium report highlights all of the ARF research reports and resources produced in 2025 and 2026 to date, including ARF original research reports, Psychology of Gen AI series, Council reports, podcasts and infographics, along with Knowledge at Hands.
Member Only Access
- Research & Data Quality
- Article
Bridging the Human-to-AI Identity Gap
As generative search and agentic AI transform how consumers discover, evaluate and purchase products, traditional identity resolution and attribution systems are struggling to keep pace. This new paper by the Identity Resolution Working Group of the ARF Cross-Platform Measurement Council, introduces the concept of “Delegated Identity”—a framework designed to reconnect human intent with AI-driven actions in an increasingly AI-mediated marketplace. The report explores the emerging identity gap, evaluates industry readiness and outlines the challenges and opportunities facing marketers, identity providers and AI platforms.
Member Only AccessDelegated Identity: Resolving the Identity Gap in an AI-Mediated Environment
This new paper by the Identity Resolution Working Group of the ARF Cross-Platform Measurement Council, introduces the concept of “Delegated Identity”—a framework designed to reconnect human intent with AI-driven actions in an increasingly AI-mediated marketplace. The report explores the emerging identity gap, evaluates industry readiness and outlines the challenges and opportunities facing marketers, identity providers and AI platforms.
Member Only Access
- Future States & AI
- Article
The ARF 2025/2026 Research Intelligence Hub: Key Insights for Advertising Effectiveness
The ARF’s 2025/2026 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 the 2025-2026 period, this collection provides marketers and researchers with a practical, forward-looking view of how data, technology and consumer behavior are redefining the discipline.
Member Only Access