7th Annual (2024) Privacy Study

  • ARF Original Research

The ARF's 7th Annual Privacy Study surveyed 1,242 American consumers to understand their attitudes towards online privacy, data sharing and trust in institutions. This impactful perennial survey for the first time this year even gauged people’s feelings on AI. The study revealed a decline in perceived knowledge about online privacy, with only 40% of respondents feeling well-informed, down from 46% in 2023. Trust in media and brands also declined, particularly among younger demographics, while medical and financial institutions retained higher trust levels.

The study also highlighted increased resistance to data collection, even when tied to personalization or improved ad experiences. Consumers showed a growing aversion to sharing sensitive information and a heightened sensitivity to data breaches. Emerging concerns about AI and its impact on privacy were also noted, with AI platforms ranking among the least trusted institutions.

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Which YouTube Ad Format is Best: Skippable Ads, Non-Skippable Ads or Brand Placements?

  • JOURNAL OF ADVERTISING RESEARCH

The shift from traditional media to digital platforms has made YouTube a key player in content consumption. This study evaluates the effectiveness of YouTube's popular advertising formats—skippable ads, non-skippable ads and brand placements—within infotainment videos. Findings suggest that skippable ads and brand placements are perceived as less intrusive, while non-skippable ads enhance brand recall. Combining skippable ads with brand placements yields comparable results to non-skippable ads alone. Brand placements alone foster more positive brand attitudes compared to other ad types. The study provides valuable insights for marketers on the cost-benefit tradeoffs of different YouTube advertising formats, emphasizing the importance of aligning promotional tools with campaign objectives.

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Unpacking Ad Effectiveness: The Roles of Media, Creativity, Branding, Targeting and Premium vs. UGC Content

  • ARF ORIGINAL RESEARCH

The ARF and MediaScience have conducted a comprehensive study to understand the relative contributions of media platforms, creative quality, brand recognition and targeting, as well as the impact of premium versus user-generated content (UGC) on overall advertising effectiveness. Using eye tracking, neurometric data and post-exposure surveys, the study examined ad effectiveness through consumer recall, recognition, brand favorability and purchase intent. Most prior research based on CPG sales concludes that creative is more dominant in the success of a campaign. This study, based on multiple categories and biometric and neuro measures concludes that media is just as important.

The study confirms key findings from prior research, such as the importance of media platforms (with podcasts and TV excelling in recall), high-quality creative improving sentiment, and targeted advertising enhancing engagement. It also supports the role of digital UGC in driving purchase intent due to its relatability. However, it challenges existing assumptions by showing no significant biometric differences between high- and standard-quality digital creative. Notably, UGC outperformed premium digital content in purchase intent and likeability, especially for unknown brands—a finding specific to mobile platforms where the comparison was conducted. These insights reflect shifting dynamics in ad effectiveness and the growing role of relatability and platform-specific optimization.

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Evaluate Identity Resolution Effectively with this Council Guide

  • ARF ORIGINAL RESEARCH

Identity resolution (IDR) is crucial in media measurement and advertising, connecting media messaging to individuals. This guide, produced by the ARF Identity Resolution Working Group (of the ARF Cross-Platform Measurement Council), explores different units of analysis in IDR beyond individuals, such as households, geography and cohorts and their implications for matching quality, targeting and marketing success.  

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As the Cookie Crumbles: Perspectives on Cross-Platform Data from Every Corner of the Industry

  • By Margaret Felger (Cint), Young Pros Officer
  • CROSS-PLATFORM MEASUREMENT COUNCIL

On February 5, 2025, the Offline-Online Metrics Working Group of the ARF Cross-Platform Measurement Council hosted a panel of measurement experts from different sectors of the industry to discuss cross-platform measurement challenges and opportunities in today’s evolving data landscape. The session kicked off with a presentation from Rishi Saxena (World Federation of Advertisers) on the WFA’s Findings for Cross Media Measurement and Advertising Needs, which covered issues that marketers face around media fragmentation, frequency, data challenges, and need for new solutions. Following the presentation, the panel members discussed how their respective companies are facing these challenges and how they are preparing for the future. Working Group Chair Charles Buchwalter moderated the engaging conversation with Karen Chisolm (Pernod Ricard), Lee Doyle (Empower Media), Neil Napolitano (DotDash Meredith), and Working Group member Rishi Saxena (WFA).

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