How is the loss of digital identifiers reshaping advertising research? This guide, by the ARF Analytics Council, offers advertising researchers a deep dive into the privacy-first landscape, covering regulatory impacts, measurement challenges and practical identity solutions—from synthetic IDs to advanced modeling—to enable successful targeting and attribution in a fragmented ecosystem.
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How is the loss of digital identifiers reshaping advertising research? This guide, by the ARF Analytics Council, offers advertising researchers a deep dive into the privacy-first landscape, covering regulatory impacts, measurement challenges and practical identity solutions—from synthetic IDs to advanced modeling—to enable successful targeting and attribution in a fragmented ecosystem.
Member Only Access
Identity resolution (IDR) is important in media measurement. Connecting media messaging to persons is a primary goal of
advertising. Sometimes, however, reaching or measuring at the level of individuals can be too costly or difficult, and therefore identity can be represented in less-granular units, such as household, geography or cohort. The purpose of this guide is to make explicit the decision points related to these different “units of analysis.” This guide, produced by the members of the Identity Resolution Working Group within the ARF Cross-Platform Measurement Council, describes various qualitative and quantitative measures that should be used to evaluate IDR solutions.
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Here is an update on new developments you may have missed regarding one of ARF members’ top issues: measurement. Links for more information are provided.
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