Should Marketers Trust AI Outputs?
Surveys found a significant increase in confidence in AI among marketers, but with few improvements in validation and verification. Read more »
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marketing performance measurement
- Past Event Highlights
- Article
Analytics & Forecasting 2026
AI is transforming how organizations generate insights and forecast outcomes, but questions remain about reliability and the need for human oversight. On September 14-15 in NYC, industry and academic leaders gathered to discuss integrating AI into analytics workflows and maintaining transparency.
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- Future States & AI
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How AI Is Changing Omnichannel Campaign Optimization—and Measurement
AI-optimized, omnichannel campaigns are changing how media are planned, activated and measured. Drawing on in-depth interviews with advertisers and providers, the ARF Cross-Platform Measurement Council’s Attribution Working Group examined omnichannel campaign tools such as Google Performance Max and Meta Advantage+, exploring their potential to simplify execution, optimize across channels and improve performance. Their research also identified important tradeoffs, including transparency, testing capabilities and ongoing measurement and governance challenges.
Member Only AccessHow to Optimize Omnichannel Campaigns in the Age of AI
Drawing on in-depth interviews with advertisers and providers, the ARF Cross-Platform Measurement Council’s Attribution Working Group examined omnichannel campaign tools such as Google Performance Max and Meta Advantage+, exploring their potential to simplify execution, optimize across channels and improve performance.
Member Only Access