Analytics & Data Science

Basic Methods and Uses of AI in Advertising

  • Paul Donato, Chief Research Officer, The ARF and Henry G. Wolf VII, Senior Data Scientist, The ARF

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?

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Improving Targeting with Data-Based Advertising

  • Mike Rosen, EVP, Advanced Advertising and Platform Sales

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

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How Data Science Is Upending the Ad Profession

  • John Deighton, Harvard Business School

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.

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ARF: How to Improve Digital Targets

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.

Get the Intel on Artificial Intelligence

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?

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ARF Advances Its Advocacy of Data Ethics

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.

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