The ARF hosted its annual audience measurement conference, AUDIENCExSCIENCE 2022, on April 12-14, 2022. The industry’s biggest names and brightest minds took part in spirited discussions and shared their latest work on the industry’s most pressing issues, such as the transition to a multi-currency market, measurement and media predictions and generational marketing. Keynotes were presented by author and professor at King’s College London, Bobby Duffy, CEO-Producer-Pundit, Evan Shapiro, and Paramount executives, John Halley and Colleen Fahey Rush.
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Changes in privacy legislation, the deprecation of the third-party cookie, and new rules on Google and Apple platforms have set the stage for the impending data disruption in the advertising industry, as outlined in IAB’s State of Data 2022 report and OptiMine’s overview on Google Topics. Both presentations and the subsequent panel discussion in this Insights Studio session emphasized the unavoidable impact the loss of individual tracking will have on measurement and attribution and urged marketers to act quickly to prepare for the effects on revenues.
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One of the ARF’s most anticipated reports, the 2021 Privacy Study surveyed 1,280 American consumers from May 14 to the 26, 2021, via a Qualtrics online sample and platform. This report contains perennial questions regarding mobile and PC usage, willingness to share digital data, trust and how well privacy terms are understood. In the latest report, as in the 2020 version, we added questions about the acceptability of using personal data under various circumstances and for various purposes.
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Advertising can trigger cognition, affect or experience, according to the influential Hierarchy of Effects (HoE) model. The following study valides the basic integrated HoE model. However, it also finds that operating sequence varies across brands. The predominant one is affect → cognition → experience (ACE).
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