Creative strategy is being reshaped by the convergence of retail media, hyper-targeting, and AI. As marketers gain unprecedented access to granular data and real-time optimization tools, performance pressures have intensified—shifting how creative is developed, deployed, and evaluated. This precision-driven environment raises an important tension: while short-term efficiency improves, long-term brand equity may be harder to […]

The sports landscape is changing—and so are the opportunities for brands. From the WNBA to the FIFA Women’s World Cup, as women’s sports gain visibility and audiences evolve, marketers have new ways to connect with fans. Join the ARF Cultural Effectiveness Council on October 22 for data-driven insights on the rise of women’s sports, shifting […]

The TV NOW conference, formerly ARF OTT/CIMM West, is focused on delivering fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes.Experts will tackle today’s biggest media challenges, revealing what drives audience behavior, how to promote content effectively, the role and impact of AI, and […]

The TV and streaming industry is undergoing significant change, and for those of us working in it every day, the pace and scale of that change can feel both exciting and deeply unsettling. As audience behaviors shift, business models evolve, and new pressures emerge across content, distribution, advertising, and profitability, many leaders are asking the […]

Marketing measurement budgets are going up. Confidence in the answers isn’t. That gap is where most marketing teams live right now — struggling to figure out what actually worked. The problem isn’t effort. It’s that the signal has gotten harder to read. Publisher data is incomplete. Platforms report on themselves. Channel mix shifts faster than […]

MMM was built to explain what already happened — never to decide what happens next. That was fine when it stayed an analytical tool. But business has changed what it’s asking of it: it now wants MMM to drive the decision itself, continuously, as conditions shift — not produce a report someone interprets once a […]

The Marketing Effectiveness Accelerator is the only event focused exclusively on attribution, marketing mix models, and the science of marketing performance measurement. Top minds will present groundbreaking insights and empirically grounded case studies. The audience consists of strategic marketers seeking evidence-based solutions. The 2026 Marketing Effectiveness Accelerator will be held on November 10 at People […]

As AI expands the possibilities for dynamic creative, advertisers can increasingly tailor music and other ad elements to a listener’s preferences or context. But does that improve effectiveness? New research on audio advertising suggests that simple genre matching may not be enough. That opens a broader question: what kinds of alignment actually matter? In this […]

A salon-style, virtual event designed to create meaningful connection amongst Young Pros at all career stages. Through peer-facilitated conversations, attendees will share experiences, gain perspective and learn from one another. Networking with peers is the most-requested topic we receive from Young Pros! To best foster meaningful connections, YP Connect is a camera-on experience. REGISTER NOW […]

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