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.
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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The ARF Cross-Platform Measurement Council has put out a practical handbook to help marketers and media operators gain a full understanding of data cleanrooms. It explains how cleanroom vendors provide clients and their partners with such a service, which links first-party data across two or more companies on a record level in a secure and privacy-compliant fashion. Interest in cleanrooms has been increasing because the disappearance of third-party cookies is on the horizon. The handbook not only demystifies cleanrooms, but it also includes use cases for insights, audience activation and measurement, and offers practical advice on questions to ask data cleanroom providers.
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On October 12, 2022, experts from Meta, the Brand Safety Institute and the ARF discussed brand risk for ads placed near unsuitable content on social media feed platforms. Meta researchers presented their data-driven measurement approach and their conclusions that there is minimal-to-no association for content adjacent to ads and that ad adjacency to risky content does not impact brand value.
The process for Certification of the Meta Project by the ARF was outlined. Additionally, the panel considered how consumers engage with ads on a feed platform differently than they engage with ads on more traditional platforms with different potential outcomes for ads adjacent to risky content.
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.
Today, it is more common than ever for consumers to access media and make decisions on the go. Marketers need to know how being in a state of mobility affects them in order to reach them with the right message at the right time. This study helps shed a little light on how such mobility itself may influence consumer thinking and behavior.
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Today, there is much discussion and debate on the definition of attention, how to measure it properly and whether we should be measuring it at all, or if inattention instead should be what we assess. Plus, is the highest form of attention always desired, or do we want low levels of attention for certain kinds of ads, such as emotional ones for TV? As a result of all these questions, the ARF has announced the Attention Validation Project. Its goals are to help define attention, evaluate the methods available to us and what their rightful application is, whether it be analyzing advertising creative or the media environment.
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Over the last dozen years, marketers have seen numerous analytical models surface to help guide data driven decision-making. Yet, many remain unsure of how trustworthy such models are. That’s why the Attribution Working Group of the ARF Cross-Platform Measurement Council put together this guidebook to help arm all stakeholders with a basic understanding of marketing performance model validation issues. This paper includes a set of considerations and questions that encourage and facilitate dialog between end clients and model providers about the performance of marketing performance models.
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