optimization

• Ad Effectiveness & ROI
• Article

Algorithmic Trade-Offs: How Regulating Recommendations Shapes E-Commerce Markets

• ARF

What happens when governments regulate how platforms recommend products? A new study examining Amazon's compliance with the UK’s Competition and Markets Authority rule—banning the use of Prime eligibility to determine “Featured Offers”—finds both gains and trade-offs. While the regulation did reduce self-preferencing and boosted price competition, it also led to fewer consumer purchases and lower product ratings, especially in niche markets.

• Research & Data Quality
• Article

The ARF Metrics Survey: Insights into Advertising Strategies

• ARF
• ARF

The ARF Metrics Survey explores critical trends in advertising strategies, including budget allocation, metric usage and targeting solutions. Drawing on insights from agencies and brand-side advertisers, the findings reflect shared priorities, notable differences and challenges in evaluating and optimizing campaign performance. The study highlights the dominance of digital channels, with high-priority channels such as digital video, social media, SEM and television receiving significant budget allocations.

• Article

The ARF Metrics Survey

• Past Event Highlights
• Article

Accelerating Video ROI: Understanding the Levers that Drive Efficiency and Effectiveness

• INSIGHTS STUDIOS

On June 10, Google industry experts led an in-depth session on Media Mix Modeling (MMM) and key video advertising levers to drive efficiency and ROI. Attendees heard actionable insights on optimizing format mix, audience strategy, reach, and frequency, and learned how to structure a learning agenda to test and refine their approaches. The session also covered tools to uncover new audiences and best practices for designing effective video testing plans to enhance campaign performance.

• Past Event Highlights
• Article

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.

• Article

Optimizing Generational Analysis

• Article

Marketing Mix Models & Economic Uncertainty

• Targets & Segments
• Article

AI for Creative & Targeting: Predict, Personalize, Perform

• ARF
• AI SERIES

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.