Research & Data Quality

Apple IDFA & Google FLoC: How Tracking Changes Will Impact You (Event Summary)


Earlier this year, Google announced they plan to stop individual ad tracking. Apple is also altering the landscape of the advertising ecosystem with its iOS 14 IDFA (Identifier for Advertisers) update. Ad targeting, personalization, measurement and fraud detection are predicted to be negatively impacted and the implications — and potential revenue loss — for brands, ad networks, publishers are huge.

At this Insights Studio: Member Broadcast, OptiMine, Havas Media and CIMM discussed exactly how Google and Apple’s changes will impact you and why they matter, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy and strategies for future success.


Matt Voda — CEO, OptiMine
Sargi Mann  — EVP, Digital Strategy, Havas Media
Moderator: Jane Clarke  — CEO, Managing Director, CIMM

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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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Moment-to-Moment EEG Metrics Enhance Ad Effectiveness Analysis


A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods.

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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.

2nd Annual State of the Research and Analytics Disciplines 2021


This ARF Analytics Council event presented insights from The Organizational Benchmark Survey on the current state of advertising research and analytics. ARF members were provided the opportunity to gain rich insights from this survey taken by more than 400 ARF members.

The survey results offered a look into the types of skills, tools and techniques currently in demand, the degree to which spending on market research and analytics has changed since the first Organizational Benchmark Survey in 2019, and how the pandemic is still shaping the market research and analytics professions.

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Improving Product Sales Predictions Is Brain Science

  • MSI

It’s no surprise that new product launches often fail to meet their targets. The trick for managers is to improve their predictions for such products. They must balance the costs and benefits of many different data sources and analytic techniques in order to improve forecasting. To enhance the accuracy of predicting the market-level sales of new products, researchers Marton Varga, Anita Tusche, Paulo Albuquerque, Nadine Gier, Bernd Weber, and Hilke Plassmann, analyzed the added value of different data types. Their conclusions are illuminating.

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How Researchers Can Learn from Recent Political Polling Challenges (Event Summary)

  • LA Council

This event was suggested by the ARF’s LA Media Research Council in the aftermath of the poor performance of last November’s election polls.  Council members felt that the discussions about polling could impact trust in consumer and media research and that we should explore what research suppliers are doing to implement Best Practices.

Research Quality has always been a key issue for the ARF. Most recently, an ARF event about the November polls found that while some issues are unique to political polling, many impact all survey research, for example, obtaining representative samples while response rates are declining, validity of responses, and predicting behavior and attitude trends.

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