CROSS-PLATFORM MEASUREMENT COUNCIL
Additionally, the Cross-Platform Council Community, sponsored by Nielsen, offers a dynamic space for marketing and advertising professionals to engage with Council Committee members and share research insights.
Join the Cross-Platform Council Community here.
Research & Past Event HighlightsDemystifying Data Cleanrooms
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. LEARN MORE.Marketers Talk Metrics
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). View the Presentation & VideoGuide to the Identity Resolution Landscape
The ARF’s Identity Resolution Working Group, within the Cross-Platform Measurement Council, has produced an essential guide to understanding the applications, practices, and providers of identity resolution. It is based on interviews with executives from 20 identity resolution providers, as well as the extensive experience of the Working Group members. The report defines identity and why it is important, what it is used for and why it matters; explains how different identities are connected, including various approaches (deterministic vs. probabilistic), and ways to resolve conflicts between data sources; and discusses the privacy issues associated with identity resolution and the validity of identity resolution solutions. Access the report here.
Measurement Challenges Showcase
Multi-touch attribution has contended with myriad measurement challenges – from crumbling third-party cookies to privacy legislation to changes in mobile app tracking ability. On May 25, 2021, the Attribution Working Group invited five leading attribution providers and their clients to present case studies that illustrated how they have overcome these challenges and how they plan to future-proof their approaches. View the Presentation & Video.
The Lift/ROI Measurement Guide
The Online-Offline Metrics Working Group, of the ARF’s Cross-Platform Measurement Council, has created The Guide to Lift and ROI Measurement Products. It highlights the products and services of 27 companies that offer ROI or Lift Measurement services. Its objective is to provide the advertising industry with information about the wide range of choices to them in this space and to describe the features of each service. The guide serves as a resource for those who are interested in commissioning a lift measurement project or those who wish to understand more about how these projects are done. It includes color-coded grids displaying the inputs, outputs and features of each service. Access the Guide here.
Leadership Lab – Unified Measurement Showcase
At this Virtual Leadership Lab, The Attribution Working Group brought industry leaders together to examine and present a set of Unified Measurement case studies to fuel a panel discussion on the increasingly popular industry term. This unique event offered a much-needed deep dive into the meaning of “Unified Measurement” and how it is deployed in the advertising world today. Find presentations and video here.
Adapting to a Leaner Data Environment:Attribution Working Group Panel at DATAxSCIENCE
Vijoy Gopalakrishnan, SVP and Principal for Product Development/Data Analytics at the Media Center of Excellence at IRI, and Nancy Smith, President and CEO of Analytic Partners, shared the results of data loss experiments by the ARF’s Cross-Platform Measurement Council’s Attribution Working Group. They were then joined by Paul Donato, Chief Research Officer at the ARF, to discuss the impact of these findings. View Video
MTA: Marketers Talk Attribution – Presented by: The ARF Cross-Platform Measurement Council
It’s one thing when marketers talk about doing multi-touch attribution (MTA). It’s another when they share what leads to – or detracts from – successful implementation. AIG, Coca Cola, HSBC, Johnson & Johnson and Miller Coors discussed working within their organizations to generate and apply actionable marketing attribution results. MTA expert Alice Sylvester of Sequent Partners leads them in discussion, focused on how they have evolved people, processes and technology to achieve their goals. View Videos
Taking Stock of Online-Offline Metrics: Working Group Panel at AUDIENCExSCIENCE
The ARF’s Cross-Platform Council’s Online-Offline Metrics Working Group aimed to create the definitive overview of current leading approaches to integrating the measurement of online and offline. In pursuit of this goal, the group surveyed eight companies about the media they track and the metrics they use. The Council found that there are lot of metrics but not much overlap. In this session, Nielsen, Alphonso, Samba TV, GfK MRI, Simmons Research, and comScore presented on their respective cross-platform offerings and methodologies. They also addressed top issues and challenges in cross-platform measurement. Read more
Case StudiesCase Studies from ARF Cross-Platform Measurement Council Attribution Showcase. The day before the ARF AUDIENCExSCIENCE Conference in 2018, the Attribution Working Group put together a showcase of multi-touch, attribution case studies. Companies were invited to submit their own and after a careful curation process, eight were selected to present their submissions. An enlightening panel discussion after each four presentations followed, moderated by Alice Sylvester of Sequent Partners.
- Analytic Partners – Download Case Study – View Video
- C3 Metrics – Download Case Study – View Video
- Concentric – Download Case Study – View Video
- IRI – Download Case Study – View Video
- Marketing Evolution – Download Case Study – View Video
- (m)Phasize – Download Case Study
- Neustar – Download Case Study – View Video
- Visual IQ – Download Case Study
Working Group Missions