As generative search and agentic AI transform how consumers discover, evaluate and purchase products, traditional identity resolution and attribution systems are struggling to keep pace. This new paper by the Identity Resolution Working Group of the ARF Cross-Platform Measurement Council, introduces the concept of “Delegated Identity”—a framework designed to reconnect human intent with AI-driven actions in an increasingly AI-mediated marketplace. The report explores the emerging identity gap, evaluates industry readiness and outlines the challenges and opportunities facing marketers, identity providers and AI platforms.
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Merkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers.
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Merkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers.
Read more »
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Retail Media Networks (RMNs) have become a cornerstone of modern advertising, but measurement practices across networks remain inconsistent and difficult to compare. This new ARF study examines 16 major RMNs to uncover how advertising assets, attribution systems, incrementality testing and closed-loop measurement are actually implemented in practice. The findings reveal that while reporting dashboards may appear unified, the underlying measurement systems often rely on disparate sources of retailer data, platform reporting, modeling and privacy-safe integrations. The report offers practical guidance for advertisers evaluating retail media investments and highlights the growing need for industry-wide measurement transparency and standards.
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