purchase funnel

• Article

Grounding AI in Human Truth: Getting Simulation Closer to Reality

• Article

Smart Segments, Better Retail Media

• Article

Leveraging Brand Lift

• Article

The End of the Consumer Journey?

• Article

Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness

• Article

How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation

• Article

Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration

• Past Event Highlights
• Article

Ad Agency Intelligence: New Research on Agency Incentives, AI Integration, and Creative Attribute Effectiveness

• Journal of Advertising Research
• INSIGHTS STUDIOS

On June 17, researchers from global institutions presented new work tackling key challenges in the advertising industry. There were three articles featuring one author on behalf of each paper. The session concluded with a dynamic Q&A, where panelists explored the broader implications of these findings for the future of advertising. Colin Campbell, Ph.D., Editor-in-Chief at the JAR and associate professor of marketing at University of San Diego’s Knauss School of Business, led the discussion.