AUDIENCExSCIENCE 2025

Keynote Speaker: Tina Eliassi-Rad Professor of Computer Science and the Inaugural Joseph E. Aoun Chair, Northeastern University

Named one of the 100 Brilliant Women in AI Ethics in 2021, Tina Eliassi-Rad works at the intersection of AI and network science, with a keen interest in the impact of science and technology on society.

We live in societies where humans and AI agents influence each other. This phenomenon was referred to as human-AI co-evolution. AI agents are evolving faster than we are, but their goal remains the same: to show us popular items they think we will like. This exploitation mode limits exploration and growth. In this talk, learn about human-AI co-evolution and why measuring the feedback loop between us and AI agents is important. You will also gain insight into balancing exploitation with exploration.

KEYNOTE Speaker: Rishad Tobaccowala, Author, Speaker, Teacher & Advisor

Rishad Tobaccowala, named by Businessweek as one of the top business leaders for his pioneering innovation, dubbed by TIME magazine as one of five “marketing innovators,” and only one of 300 people selected to the Advertising Hall of Fame in 75 years, will share key points from his recently published book, Rethinking Work: Seismic Changes in the Where, When and Why.

Why do we need to rethink work?
How does work need to be rethought?
What steps do the marketing, media research, and advertising industry need to take?

KeyNOTE Speakers

Overview

ARF’s annual AUDIENCExSCIENCE conference will bring to light the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees will learn about a wide array of new and evergreen industry topics, endemic to our industry changes.

World-class thinkers will share their perspectives on the future of advertising research and measurement, and how tomorrow’s technologies and data trends will impact advertising and media.

Who should attend?

THEMES

Click on an icon to read more about the AUDIENCExSCIENCE 2025 themes.

AGENDA

Keynotes
Rishad Tobaccowala, Speaker, Teacher, Advisor and Author of Rethinking Work: Seismic Changes in the Where, When and Why

Tina Eliassi-Rad
Professor of Computer Science and the Inaugural Joseph E. Aoun Chair, Northeastern University
Named one of the 100 Brilliant Women in AI Ethics in 2021, Tina Eliassi-Rad works at the intersection of AI and network science, with a keen interest in the impact of science and technology on society.

Presentations & Fireside Chats
Circana, Dotdash Meredith, Google, NBCU, Nielsen and Paramount

Special Sessions
Women in Analytics /Young Pros Luncheon: Sharpen Your Skillset for Success

Sharpen Your Skillset for Success
Join the ARF Women in Analytics and Young Pros groups for an interactive luncheon on March 25 at AUDIENCExSCIENCE. Inspiring industry peers will share how they are growing their careers by identifying the skills and strategies needed and putting them into action.

Erwin Ephron Demystification Award: 2025 Recipient
The Erwin Demystification Award, founded in tribute to Erwin Ephron, the father of ‘recency,’ and legend in his own right, honors industry leaders who can, among other criteria, similarly take complex subjects and make them accessible and understandable.

Breakout Sessions
Mix and match: choose to attend any breakout session in any track.

Breakout Sessions

Speakers

Who Should Attend?

C-Suite executives, senior and mid-career leaders and young professionals hailing from marketer, media, agency, research companies as well as academia will benefit from the breadth and depth of research shared. Industries include automotive, beauty, CPG, finance, food and beverage, hospitality, pharma, retail, and technology.

Ad Measurement	Ad Sales Research	Analytics and Insights	Audience Impact
Consumer Insights	Data Insights	Data Science	Digital Research
Marketing Analytics	Marketing Effectiveness	Marketing Science	Measurement
Media Analytics	Media Research	Research	Strategy

Board of Curators

AUDIENCExSCIENCE’s Board of Curators lends their insight and expertise to determine which submissions, entered during an industry-wide call for content, will be presented at the conference. This committee includes all of the ARF’s member constituents — Research, Marketers, Media, Agency, and Association/Academics.

Pricing

$ 1,199 Member

Non-Member: $1,399

$ 699 Member

Non-Member: $899

Pricing

	Standard 3/25/25
IN-PERSON
MEMBER	$1,299
NON-MEMBER	$1,499

	Standard 3/25/25
VIRTUAL
MEMBER	$799
NON-MEMBER	$999

*Day Rates & Group Rates are available. Contact Registration@thearf.org for details.

Attention: Role in Ad Effectiveness	Retail Media Networks: Making Intelligent Decision	AI: New Use Cases in Advertising
Attention is Not Attention is Not Attention It’s certainly not emotion. Matthew Cottle – VP, NA Ad Effectiveness Leader, NIQ	Unlocking the Brand-Building Potential of Retail Media Beyond performance marketing. Chris Kelly – CEO, Upwave Jon Stewart – EVP, Customer Success and Analytics, Upwave	Building the Business Case for AI Seven marketers, 17 campaigns, and how to rethink personalization.Vas Bakopoulos – SVP, MMA Global
How B2B Brands Can Win Audience Attention Which advertising tactics matter, and which don’t? Phillip Lomax– EVP, Business Development, MediaScience Ty Heath – Director & Co-Founder, The B2B Institute at LinkedIn	Optimizing Retail Media Networks A unified approach to omnichannel ROI measurement and integration. Bharath Gaddam – Co-Founder, Data POEM	Send In the Clones Measuring the performance of human and AI-generated voices in audio advertisements. Steve Keller – Sonic Strategy Director, Studio Resonate/XM Media Nick Fletcher – Senior Manager, Studio Resonate/XM Media
Beyond Clicks and Conversions The world’s largest attention and outcome study. Anders Lithner – CEO, Brand Metrics Mike Follett – Managing Director, Lumen Research Parvati Vaish – SVP, Analytics, Havas Media Network	Enhancing Position Auctions in Retail Media An improved retail media auction approach to increase advertiser and retailer revenues. Carl Mela – Finch Foundation Professor, Duke University Jason Pratt – General Manager, Koddi	How to Train AI to Go Deep AI can be trained to grasp genuine emotions. Dirk Ziems – Founding Partner, Concept m AI Steffen Schmidt, Ph.D. – Founding Partner & Managing Director, Concept m AI

Attention: Role in Ad Effectiveness	Omnichannel: Customer Journeys Beyond the Screen	Measurement Innovations
Attention and Brand Lift Advertising during emotionally charged events. Nicole Jones – Chief Media Commercial Lead, Kantar Siddarth Subramaniam – Vice President, Media Client Service, Kantar Deepak Varma – Head of Neuroscience Insights, NA, Kantar	The Untapped Opportunity of Omnichannel The benefits of an omnichannel, audience-first approach for brands and consumers. Holly Riedlinger – Principal Consultant, PA Consulting Melissa Hutter – Sr. Director, Research & Insights, The Trade Desk Catie Birmingham – Sr. Manager, Research & Insights, The Trade Desk	Innovations in Cross-Screen Incremental Outcome Measurement Using ML techniques that doesn’t require experiments. Greg Faletto – Intermediate Data Scientist, VideoAmp Keith Landry – Sr. Principal Data Scientist, VideoAmp Katy Mitchell – Director of Product, VideoAmp
Ads Don’t Bother Viewers, Bad Experiences Do Issues in streaming environments diminish the viewer experience. Andrea Wood – Director, Research & Insights, Comcast Advertising Daniel Bulgrin – Director of Research Operations & Insights, MediaScience	TBD	TBD

Impression Quality: Codifying Attention Metrics	Diversity: Marketing to Multicultural Audiences	Streaming: Changing TV
Impression Quality Based on Sales, Brain, Resonance, and Attention Resonance is the best predictor of sales effects, and attention is valuable in planning cross media. Kym Frank – SVP, Sales Research Insights & Strategy, FOX Corp Bill Harvey – Executive Chairman, Bill Harvey Consulting Michael Platt – Director, Wharton Neuroscience Initiative	Identifying Language preferences in US Hispanic/Spanish-Speaking Households Leveraging media consumption across the digital ecosystem. Sergey Fogelson – VP, Head of Data Science, TelevisaUnivision Pouya Tehrani – Director, of Data Science, Graph & Insights, TelevisaUnivision	Cross-Platform Audience Deduplication for All Bayesian deduplication methodology powers cross-platform reach measurement. Rouzbeh Gerami – SVP, Data Science, Nielsen Remy Spoentgen – Director, Data Science, Nielsen
The Evolution of Quality Media Creating a custom effectiveness score for actionability. Souptik Datta – Sr. Director, Data & Analytics Services, GroupM Michael Siewart – Sr. Director, Data Driven Media, Colgate-Palmolive Company	The Power of Moments A data-driven guide to crafting impactful campaigns. Alexis Harris – Research & Insights Manager, TikTok	From Power On to Power Off Understanding the streaming TV experience. Prayushi Amin – Associate Director, MAGNA Global Amy Casale Sr. Manager, Ad Measurement, Roku
Into the Wild How video advertising works in the real world. Jeff Bander – President, Eye Square Olaf Schlesiger – Head of Research, Screenforce Stefan Schönherr – EVP, Brand & Media, Eye Square	The Art and Science of Multicultural Representation Achieve authentic, multicultural representation that will drive the bottom line. Kara Manatt – EVP, Intelligence, MAGNA Global Dana Sparber – VP, Insights & Measurement, NBCUniversal	Quantifying the Netflix Effect How the streaming giant has changed the content calculus. Brian Hughes – Director, Data Communications, Nielsen

Marketing Effectiveness Measurement: New Approaches	Diversity: DEI Equality & Authentic Representation	Privacy: Approaches to Audience Targeting
Return On Media Streaming video services generate better business outcomes using paid and owned together. Rameez Tase – Co-Founder and President, Antenna Jaewon Royce Choi, Ph.D. – Assistant Professor, Louisiana State University Larry DeGaris – Executive Director, Medill Spiegel Research Center, Northwestern University	Unlocking Advertising Potential Inclusive representation through a data-driven approach. Erika Digirolamo – Sr. Director, Global Media & Analytics, Circana	Privacy First, Cookies Second The new advertising challenge. Andrew Pascoe – VP of Data Science Engineering, NextRoll
Advancing Cross-Channel Measurement A privacy-centric, incremental impact model. Lauren Littlejohn – Director, Data Science & Research, Kroger Precision Marketing	Breaking Barriers: The Role of Advertising in Normalizing Disability How brands can change the world and have a win for their brands. Georgina Phillips – COO, Luma	A New Audience Perspective D/Cipher connects major drug brand to audiences navigating Type 2 Diabetes in key moments of need. Ieva Matulaitis-Kunca – VP, Research & Insights, Dotdash Meredith
Experiential Marketing Measurement How Coca-Cola pre-tests, measures and optimizes impact. Gabe Gales – Director, Global Media & Communications Effectiveness, Coca-Cola Dara St. Louis – EVP & Founding Partner, Reach3 Insights	For the Win 7 Myths (And Truths) Brands Need to Know About the Women’s Sports Fanbase. Mary Kate Callen – SVP, Audience Impact & Intelligence, Paramount Advertising Sophia Ingram Ross – Director, Audience Impact & Intelligence, Paramount Advertising	TBD

Keynote Speaker: Tina Eliassi-Rad Professor of Computer Science and the Inaugural Joseph E. Aoun Chair, Northeastern University

KEYNOTE Speaker: Rishad Tobaccowala, Author, Speaker, Teacher & Advisor

KeyNOTE Speakers

Overview

THEMES

AGENDA

Speakers

Who Should Attend?

Board of Curators

Pricing

In-Person

Livestream

Pricing

Platinum Sponsors

Host

Gold Sponsors

Host

Related Content

Keynote Speaker: Tina Eliassi-Rad Professor of Computer Science and the Inaugural Joseph E. Aoun Chair, Northeastern University

KEYNOTE Speaker: Rishad Tobaccowala, Author, Speaker, Teacher & Advisor

KeyNOTE Speakers

Overview

THEMES

Privacy-Induced Changes in Audience Behavior

AI and Marketing:

Impression Quality and Attention Measures

Marketing to Diverse Audiences

The Rise of Retail Media Networks

New State of Video Measurement

New Developments in Traditional Media

Approaches to Marketing Measurement

Too Many Audience Metrics:

Speakers

Who Should Attend?

Board of Curators

Pricing

In-Person

Livestream

Pricing

Platinum Sponsors

Host

Gold Sponsors

Host

Related Content