The first ARF Town Hall of 2021 was a focused hour on Ad Measurement’s New Identity Challenge. Brands and publishers are grappling with the impending end of third-party cookies and the loss of mobile IDs, which could portend massive changes in the digital ad ecosystem. These tectonic shifts in tracking consumers can be puzzling, but the solutions are equally complex, and can be bucketed into three approaches: Cohorts (such as Google’s Privacy Sandbox solution), Contextual and First Party Collaborative Data…

This Town Hall presented a collaboration between several of the industry’s leading organizations — the ARF, the 4A’s, 9th Decimal, Ad-ID, CIMM, Comscore, IAB/Tech Lab, Innovid, IRI, iSpot, Kantar, LiveRamp, Nielsen, SMI and others — to create a standardized file format for ad metadata and the use of Ad-ID as the primary identifier for ads across both the TV and digital ecosystem. Current processes lack standardization and create a lot of “make work” to clean and standardize data, as well…

The enactment of the General Data Protection Regulation (GDPR) in 2018, the toughest global privacy and security law, and the California Consumer Privacy Act (CCPA) in 2020, the first law of its kind in the United States, heralded a new era for consumer privacy. Recently, big tech firms are building COVID contact tracing apps. Are consumer attitudes towards privacy changing? Do these attitudes differ by generation? Will enforcement of privacy laws begin to wane? This Town Hall presented: A Privacy…