As the industry debates the future of audience measurement, the ARF’s upcoming AUDIENCExSCIENCE conference puts this issue front and center.
ARF CEO Scott McDonald explains the current challenge: “Technology continues to promise ever-more-granular data. Yet, privacy concerns threaten the ability to get a unified view across the increasingly fragmented media landscape.
“Some argue for interoperable unified ID solutions, but legal and organizational barriers persist. Some argue for renewed focus on representative panels to tame and calibrate large datasets of passively measured behaviors, but covid has undermined confidence in the efficacy of this approach. Some argue for “clean room” solutions that permit privacy-safe matching of ad exposure and outcome data – implicitly accepting a balkanized future of multiple walled gardens who grade their own homework.”
The main challenge, therefore, is for industry bodies to bring forth solutions that meet the market’s need for credible, cross-platform audience measurement.
For more details: AudiencexScience 2021