Generative AI (GenAI) and Large Language Models (LLMs) have reached a point in their development where they have become tools so powerful, they will quickly become too important to ignore. Proper use can drive greater efficiency, productivity, better automation and even become new revenue drivers, according to this concise, how-to guide written by Steven Millman, ARF board member and Global Head of Research & Data Science at Dynata. It describes best practices and potential pitfalls in data privacy and security, protecting IP, oversight and more.
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Things learned early in life are recognized faster and more accurately, according to the age-of-acquisition effect, a phenomenon studied widely in psychology research. A new study recently published in the Journal of Advertising Research explores how this effect works in the context of brand names. It finds that brand exposure frequency and usage recency have a much greater effect on recognition than the age of acquisition itself.
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The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
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Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs.
The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 26 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.
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