Audience & Media Measurement



AUDIENCExSCIENCE 2021 hosted industry leaders and innovators to address the most critical audience measurement issues. Speakers hailing from brands, agencies, media and research companies shared their work and perspectives on the future of addressable TV, which cross-platform measurement methods hold the most promise and why, and how companies are building audiences and developing trust among data deprecation and privacy concerns.

Key takeaways, the full event video, and presentations are available for ARF members:

If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.


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ARF + CIMM Lexicon 4.0, A Common Language for Media Measurement

  • ARF & CIMM

In 2010, the Coalition for Innovative Media Measurement (CIMM), now an affiliate of the ARF, developed this lexicon in order to create a common language for media measurement for use industrywide. One of the project’s initial goals was to facilitate the integration of Return Path Data (RPD). This lexicon has since been updated in 2012, 2016 and now 2021, to emulate the expansion of industry terms related to converged and advanced TV. New platforms, technologies and devices as well as expanded ways to buy, sell and measure media, have resulted in a myriad of new and revised terms and definitions. This latest version, dubbed ARF + CIMM Lexicon 4.0, incorporates all of these advancements, maintaining the reference’s status as a single, reliable and comprehensive resource for the industry.

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OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? (Event Summary)

OTTxSCIENCE, held on October 26-27, 2021, presented the latest research-based insights about viewers’ use of streaming services, providers’ strategies to reach and captivate those viewers, and the role of advertising on CTV/OTT platforms. Attendees learned about the evolving AVOD vs. SVOD landscape, advances in measurement as well as fraud detection. Experts explored data on the latest trends, the drivers of viewing behavior and the future of OTT.

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Is Big Brother (or Little Sister) Watching – And Does it Matter?

  • MSI

Who is really watching that TV ad and how does doing so affect their behavior? Analyzing attention in real-time demonstrates the value of TV ads. Attention studies are especially important now with the rapid growth of streaming video on demand (SVOD) and other alternatives. Their rise has heightened the importance of determining what and where audiences are viewing and how that’s impacting their behavior.

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Balancing Personalization and Data Privacy for Optimal Customer Experience (Event Summary)

Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits.

This leaves marketers to thread a delicate balance – provide customers with a personalized experience and ensure that their data is secure and being used responsibly.

During this Insights Studio event, HawkPartners shared a blueprint for brands to follow when balancing these issues, and industry leaders from tech and healthcare shared best practices in how they balance these marketing priorities.


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Navigating the Road to Cross-Platform Measurement (Event Summary)


At the ARF’s Insights Studio on Navigating the Road to Cross-Platform Measurement, Nielsen provided details about Nielsen ONE, and how this solution enables marketers to gain visibility into total video consumption regardless of platform or device. The panel discussed the challenges of cross-platform measurement, including the decreasing reliance on cookies and the importance of consumer privacy and consent.

The Social Media Measurement Field Guide


If you are new to social media measurement or could use a refresher, this guide is for you. It covers the metrics used for different types of social media marketing, sources for those metrics, KPIs, descriptions of useful study types, use cases, challenges, and appendices listing resources, key metric definitions and more. The field guide is the product of the ARF Social Council, a body comprised of leaders in the field hailing from major social platforms, brands, agencies, and relevant startups. The council revealed the guide’s top ten takeaways at a June 29 event. Now, the ARF offers its members the full and complete version.

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