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privacy

How Will GDPR Impact Market Concentration

  • MSI

What are the effects of the 2018 EU General Data Protection Regulation? According to this analysis, the nuanced effects include reduced data sharing online and increased market concentration of the top four web technology categories. These together represent 94% of website-vendor ties. They are advertising, hosting, audience measurement, and social media.

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Does Privacy Regulation Affect Online Consumer Behavior?

The European Union’s General Data Protection Regulation (GDPR) dictates how firms are to collect, store and employ personal information online. Given the importance of such data, the GDPR has a direct impact on the bottom line of millions of online firms. Researchers in this study wanted to understand the consequences of this regulation for website traffic and ecommerce. They found that at least initially, GDPR reduces online activity and economic results somewhat, especially from personalized marketing channels (display ads & emails). With greater enforcement and compliance long-term, however, the impact may be even greater.

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How Changing Privacy Frameworks Are Affecting Marketing & Measurement

  • ARF Research Initiatives

A growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.

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Improving Research Quality Standards

The Media Rating Council (MRC) is known for audits and accreditation work to secure valid, reliable and effective media measurement. However, a large portion of their efforts are focused on developing and updating measurement standards.   Read more »

Better Attribution Research

This year’s Attribution & Analytics Accelerator event again focused on the science of marketing performance measurement. Experts presented and discussed insights from attribution studies, how to use marketing mix models, experiments and in-market testing, as well as new developments such as AI.   Read more »

Is Privacy Vs. Personalization a Zero-Sum Game?

  • MSI

While privacy regulations such as the European Union’s General Data Protection Regulation (GDPR) can potentially benefit society, they must strike an effective balance between firms’ need to target their messages and consumers’ need for privacy and security. Modeling “what if” scenarios can help marketers and policymakers find that equilibrium.

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MSI 2022-24 Research Priorities

The Marketing Science Institute (a division of the ARF) has issued its research priorities for the next two years. Research that addresses change and disruptions tops the list. Read more »

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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Implications of Changing Privacy Frameworks on Measurement & Marketing (Part II)

During Part 2 of our Insights Studio on Privacy experts from Neustar, Sallie Mae and the ARF examined what privacy changes mean for marketers. They discussed the importance of a mutually agreed upon value exchange between the consumer and the brand and the implications of the changing privacy frameworks for the targeting and measurement of advertising. Although there are challenges related to consumer privacy, regulatory issues and measurement, the panelists were optimistic about the potential for resolution.

View Part I here.

Implications of Changing Privacy Frameworks on Measurement & Marketing

  • INSIGHTS STUDIO

At Part I of our Insights Studio Series on November 2, 2022, we discussed key shifts in the ads landscape and insights on peoples’ thoughts and behaviors around privacy—based on the latest ARF Privacy Survey. Experts from Boston University, Meta, Nielsen and the ARF shared macro-level trends as well as frameworks to help make sense of the advertising ecosystem.

View Part II here.