modelling

ATTENTION 2025

ATTENTION 2025

  • ARF

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.

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As the Cookie Crumbles: Perspectives on Cross-Platform Data from Every Corner of the Industry

As the Cookie Crumbles: Perspectives on Cross-Platform Data from Every Corner of the Industry

  • By Margaret Felger (Cint), Young Pros Officer
  • CROSS-PLATFORM MEASUREMENT COUNCIL

On February 5, 2025, the Offline-Online Metrics Working Group of the ARF Cross-Platform Measurement Council hosted a panel of measurement experts from different sectors of the industry to discuss cross-platform measurement challenges and opportunities in today’s evolving data landscape. The session kicked off with a presentation from Rishi Saxena (World Federation of Advertisers) on the WFA’s Findings for Cross Media Measurement and Advertising Needs, which covered issues that marketers face around media fragmentation, frequency, data challenges, and need for new solutions. Following the presentation, the panel members discussed how their respective companies are facing these challenges and how they are preparing for the future. Working Group Chair Charles Buchwalter moderated the engaging conversation with Karen Chisolm (Pernod Ricard), Lee Doyle (Empower Media), Neil Napolitano (DotDash Meredith), and Working Group member Rishi Saxena (WFA).

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The State of Privacy-First Marketing & Redefining Performance

The State of Privacy-First Marketing & Redefining Performance

  • Insights Studio Series

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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