fbpx

Research & Data Quality

ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

Member Only Access

Identity Resolution Group: Demystifying Data Cleanrooms

  • By Claudia Chang (Clear Channel Outdoor, Young Pros Officer)
  • ARF Cross-Platform Measurement Council

Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.

Member Only Access

Can Observational Methods Assess the Causal Effect of Ads?

  • MSI

While Randomized Controlled Trials (RCTs) are ideal for advertising measurement, it is not always feasible to conduct one. Until advertising platforms are willing to provide more information about how they deliver targeted ads or implement auctions, alternative observational methods are unlikely to reliably estimate causal effects. That includes utilizing newer machine learning techniques.

Member Only Access

Contending with Algorithmic Bias

  • Cultural Effectiveness Council

On March 16, 2022, the ARF Cultural Effectiveness Council hosted a discussion on bias in the algorithms and models used by organizations, particularly those in advertising and marketing, to make selection or recommendation decisions.  Speakers from Publicis Media, Twitter, Wunderman Thompson, Cassandra, and the University of Southern California shed light on why this issue arises, what its effects can be and how to contend with it.  The session was moderated by Council Co-Chair Janelle James of Ipsos.

Member Only Access

The Measurement Dilemma — Navigating Privacy-Driven Disruption

  • Insights Studio

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.

Member Only Access

Cross-Platform Measurement Council: Marketers Talk Metrics

  • By Jenny Lu, Google, Young Pros Officer

On April 26, 2022, the ARF Offline-Online Metric's Working Group brought together three marketers to discuss their needs and priorities on online-offline metrics, exploring current topics such as reconciling digital and traditional metrics, emergence of new currencies, first-party data/identity resolution, and the advent of streaming. Working Group Chair Charles Buchwalter moderated a dynamic discussion with guests Christine Beaufait (Cross-Brand Program Manager, GM), Karen Chisholm (Transformation Analytics Director, Pernod Ricard), and Jeremy Wasson (Global Media and Data - ROI Engine Sr. Director, PepsiCo).

Member Only Access

Are Marketers Using the Right Metrics?

  • MSI

Which is more efficient when it comes to advantageous decision outcomes, marketing-mix metrics or financial metrics? Researchers in this award-winning MSI working paper investigated this question, basing their research on a behavioral framework and statistical model. On average, according to their sample, marketing-mix metrics are more effective than financial. Even so, managers seem more eager to use financial metrics, possibly, because they are easier to understand across the organization.

Member Only Access