Measurement, from exposure to outcomes, is a priority for marketers, especially given the growing complexity of media. Two projects aim to outline solutions and provide support for the development of improved metrics. Read more »
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In this AI session, Laura Denton Carter, Travis Gossen, and Doug Horn unveiled a set of AI-powered tools developed by Google that streamline the creative development process and enhance targeting capabilities. Paul Donato of the ARF moderated the subsequent question-and-answer portion. The presentation focused on how these tools optimize campaign efficiency and creative performance. Real-world use cases illustrated how AI can drive personalization, audience segmentation, and dynamic content creation across platforms. The session also emphasized the importance of ethical considerations and human oversight when implementing AI in advertising.
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Lauren Littlejohn – Director, Data Science & Research, Kroger Precision Marketing
Lauren Littlejohn of Kroger Precision Marketing presented a novel ad measurement solution developed by her team. She discussed the evolution of Kroger Precision Marketing's measurement, audience and optimization capabilities, emphasizing the importance of privacy and the challenges of cross-channel measurement in today's advertising landscape. Lauren introduced Precision View 360, a new product designed to provide granular, cross-channel measurement, while considering privacy concerns and the complexity of multiple media channels. The product leverages machine learning, randomized controlled trials and household matching methods to deliver insights that transform advertising effectiveness. Key takeaways:
Sergey Fogelson – VP, Head of Data Science, TelevisaUnivision
Pouya Tehrani – Director, of Data Science, Graph & Insights, TelevisaUnivision
Sergey Fogelson and Pouya Tehrani from TelevisaUnivision described their development and utilization of the TelevisaUnivision household graph. This is an innovative tool used to identify and market to Hispanic Spanish-speaking households in the U.S. The graph is built using a combination of first-party and licensed third-party data sources, linking various identifiers at the household and individual levels. Machine learning is then employed to identify the language from each domain held within their large data pool. The graph’s objective is to enhance targeting strategies, improve personalization and identify growth opportunities within the market, by understanding language preferences. Key takeaways:
Greg Faletto – Intermediate Data Scientist, VideoAmp
Keith Landry – Sr. Principal Data Scientist, VideoAmp
Katy Mitchell – Director of Product, VideoAmp
Katy Mitchell and Greg Faletto from VideoAmp described current innovations in cross-screen incremental outcome measurement. They discussed the challenges of measuring incremental conversions, the importance of using a machine learning methodology that doesn't require advanced planning and the benefits of unifying incrementality across linear, streaming and digital platforms. They also highlighted the validation of their methodology through simulated lift studies and the importance of targeting persuadable audiences to drive more revenue. Key takeaways:
Identity resolution (IDR) is crucial in media measurement and advertising, connecting media messaging to individuals. This guide, produced by the ARF Identity Resolution Working Group (of the ARF Cross-Platform Measurement Council), explores different units of analysis in IDR beyond individuals, such as households, geography and cohorts and their implications for matching quality, targeting and marketing success.
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Paul Donato, Chief Research Officer for the ARF moderated an Insights Studio, sponsored by Google on February 26, 2026 focused on the Privacy Sandbox initiative. Hanne Tuomisto-Inch (Privacy Sandbox), Matt McIntyre (Choreograph) and Aislinn Ryan (NextRoll) shared best practices and learnings in a new era of online privacy.
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How we use data today looks different given evolving regulations, platform changes, consumers expectations of data transparency, and more. Our Insights Studio on January 30 explored the latest developments in data privacy and how they are impacting marketing strategies. Panelists unveiled strategies to establish consumer trust and effectively market, while aligning with privacy regulations.
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