Where is Google focusing its AI efforts in advertising? What learnings have emerged from their work? Find out what Ben Royce, Head of Performance Data Science, Global Agency, at Google shared on these topics.
Member Only Access
Do the complexities of attribution hamper your ability to make the right decisions about your digital efforts? Learn how five different attribution models work, so you choose the one that aligns best with your situation.
Member Only Access
Interested in AI best practices? Wish you had a succinct definition of what AI does? Curious about a simple visual that explains the ability of five different levels of AI to tackle tasks? Want to understand better how machine learning differs from deep AI-powered learning?
Member Only Access
What did NBCUniversal do to leverage data that will inform targeting and encourage better buying decisions? See the steps they took to change the game, which involved using set top box and other relevant data, upending internal practices, incorporating an optimization tool and more … and illustrated with a financial services client case study
Member Only Access
What constitutes today’s “Mad Men” (or Women)? Clearly, data-driven marketing communications and customer management have changed the ad profession. But in the future who’s going to do the actual work of marketing, and which institutions will dominate? Harvard’s John Deighton dissects a media world dominated by the Internet’s “walled gardens,” IT consultants, and unrecognizable ad firms.
Member Only Access
The ARF has announced two new efforts to tackle data quality questions:
Data Labeling Initiative – with the ANA’s Data Marketing & Analytics division, the IAB Tech Lab, and the Coalition for Innovative Media Measurement (CIMM).
Data Validation Initiative – independently conducting research to determine whether surveys can be used to measure the accuracy of those targets.
Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?
Member Only Access
Privacy matters! The ARF continues to advocate for stronger data ethics via a multi-stage program that to date includes a new consumer privacy study and a survey of how European General Data Protection Regulations (GDPR) affect ARF members’ practices.
