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 […]

Most consumers have had positive experiences with AI, yet many remain resistant to it. Join us on November 19 as the ARF Cognition Council explores how AI shapes consumer thinking, behavior and decision-making, and how organizations can adapt their marketing and communications to meet consumer expectations. The authors of two new books about these topics, […]

A salon-style, peer-led event designed to create meaningful connection among the ARF Young Pros community. Through facilitated breakout room conversations, attendees will explore timely, real-world topics including AI in the workplace and holiday advertising strategy. YP Connect offers a space to share experiences, gain perspective, and learn from one another. Networking with peers is the […]

As AI assistants increasingly influence how people discover, compare, validate, and choose brands — visits and clicks tell only part of the story. AI conversations are leaving critical moments of influence – and the intent signals behind them – hidden from traditional view. So, when AI and other online platforms help shape the decision, who […]

When Q4 revenue surges, an uncomfortable question gets lost in the celebration: Did your marketing actually drive incremental demand, or is paid media simply taking credit for holiday momentum, steep discounts, and existing brand equity? Even if your Q1 plan is already locked, carrying inflated holiday assumptions into the new year creates immediate risk. Unrealistic […]

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