AI Dos and Don’ts
News You Can Use will feature a series on AI prepared by the ARF’s research team entitled, “AI Dos and Don’ts.” In the first report, the team has discovered a few don’ts.
News You Can Use will feature a series on AI prepared by the ARF’s research team entitled, “AI Dos and Don’ts.” In the first report, the team has discovered a few don’ts.
On June 26, Sequent Partners, with their panoramic perspective on the most important developments in marketing analytics, analyzed the most disruptive and revolutionary analytic applications and techniques impacting our world. Plus, attendees got a sneak peek of the themes featured in this year’s upcoming Marketing Analytics Accelerator.
Member Only AccessMihkel Jäätma – CEO, Realeyes
Scott Jones – VP of Product, Realeyes
Nick Sutton – Chief Strategy Officer, Kantar Profiles
Thirty percent of surveys are fake, based on an analysis of over half a million surveys. Quality issues have been prevalent for a long time now, and there is a need to address this. Survey panel quality has gotten worse because the marketplace does not value quality, fraudsters move faster than researchers and quality issues are not addressed adequately. Previous tools to deal with fraud are insufficient specifically for programmatic sample that is almost 70% of all surveys now. Quality issues are not visible enough, and there is need to create a transparency dashboard that is publicly available. Solution: face verification, which can be a game changer in survey quality. It is real time, cross-supply and simpler than CAPTCHA. The tool is established on properly obtained training data, that is tackling algorithmic bias head on and works everywhere on any device. There are different types of “bad actors”: the disengaged panelist, the dishonest panelist, the fraudulent panelist—the single biggest bad actor is from out of country. Following this there are bots, ghost completes and inconsistent answers (dishonest). There is not one single solution but rather a basket of solutions to make sure the quality is maintained. Key takeaways:The ARF’s annual AUDIENCExSCIENCE conference highlighted the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics, endemic to our industry changes. World-class thinkers joined us in NYC to share their perspectives on the future of advertising research and measurement, and how tomorrow’s technologies and data trends will impact advertising and media.
Member Only AccessDr. Matthias Rothensee – CSO & Partner, eye square
Stefan Schoenherr – VP Brand and Media & Partner, eye square
Speakers Matthias Rothensee and Stefan Schoenherr of eye square discussed the need for a human element and oversight of AI. Beginning their discussion on the state of attention and AI, Matthias acknowledge that race for attention is one of the defining challenges of our time for modern marketers. He quoted author Rex Briggs, who noted the "conundrum at the heart of AI: its greatest strength can also be its greatest weakness." Matthias indicated that AI is incredibly powerful in recognizing pattern from big data sets but at the same time there are some risks attached to it (e.g., finding spurious patterns, hallucinations, etc.). Stefan examined a case study using an advertisement for the candy M&Ms, which considered real humans using eye tracking technology and compared it to results using AI. The goal was to better understand where AI is good at predicting attention and where does it still have to optimize or get better. Results from a case study indicated areas for AI improvements in terms of gaze cueing, movement, contrast, complexity and nonhuman entities (e.g., a dog). The static nature of AI (e.g., AI prediction models are often built based on static attention databases) can become a challenge when comparing dynamic attention trends. Key takeaways:One expert argues that attention alone does not bring ad success and that we should not forget the other important levels of the “ARF Model.”
To address the substantial advancements in AI usage, the ARF has created a handbook for advertising research, which will be continually updated.
Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.
Member Only AccessThe media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessOn June 28, media research pioneer and journalist Bill Harvey sent excerpts of his latest Media Village article to several of the industry’s leading media researchers. That article was entitled: Cross-Media Duplication Must Be Rigorously and Empirically Determined. What followed was a robust intellectual debate that outlines where the lines are drawn in the industry as far as whether virtual IDs (VIDs) can overcome issues of privacy and still provide an accurate account of campaign cross-platform duplication. We now share this jaunty and insightful exchange with our members.
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