privacy

• Audience & Media Measurement
• Article

The 6th Annual Privacy Study

One of the ARF’s most popular reports for membership and the press, the 6^th Annual Privacy Study has now been released. The study surveyed 1,329 American consumers in the spring of 2023 on a Qualtrics online sample and platform. The report contains perennial questions regarding device usage, trust in institutions and how well privacy terms are understood. Last and this year’s versions also investigated what changes in information the public is willing to share and under what circumstances they are willing to share it. A new aspect to this year’s study is that it contains longitudinal findings across all six years.

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Advertising Challenges

• Posted: January 3, 2024

Editor-in-Chief Colin Campbell’s editorial, in JAR’s December 2023 issue, outlines challenges faced by advertising practitioners and researchers.

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Privacy

• Posted: December 14, 2023

Many consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »

Optimizing Marketing Strategies

• Posted: December 14, 2023

Like “Better Measurement” issues, since the early days of marketing, this has been a topic that always requires a fresh look. Given the fast changes in all relevant factors, this is true now more than ever. 

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• Research & Data Quality
• Article

Here Are Some Unintended Consequences of Privacy Regulations

• MSI

The intention behind recent privacy regulations is to protect consumers from unauthorized use of their data. However, this Marketing Research Institute (MSI) working paper finds unintended consequences that are not good for the consumer or the marketplace. Researchers found such regulations reduce satisfaction with search results and increase search costs. The personalization in products and services is thus degraded, as many smaller and midsize firms are no longer able to provide the level of efficiency and personalization they once could. Larger firms, however, benefit from increased search activity which leads to increased purchase activity. As a result, such regulation leads to unintended market concentration.

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• Research & Data Quality
• Article

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Research Preview

• Posted: October 20, 2023

In addition to the insights in the recently released Attention Measurement Validation Initiative Phase 1 Report, there will be several new findings from other ARF, CIMM, and MSI projects. Here is a sample:

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Striking a Balance: Privacy, Personalization & Profit

• Posted: October 13, 2023

Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.

Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools

• Posted: October 13, 2023

On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.

• Analytics & Data Science
• Article

Data Pooling could Reinvigorate Online Display Ads

• MSI

Buying online display ads in bulk through online exchanges makes it difficult to ascertain the effectiveness of such ads, a situation that’s less than ideal. This is especially true for new websites. One proposed solution is to pool data across advertisers and publishers. Doing so while running matching simulations can substantially improve the welfare of such ads for advertisers, publishers and networks, too.

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