<?xml version="1.0" encoding="UTF-8"?><?xml-stylesheet type="text/xsl" href="//thearf.org/wp-content/plugins/wordpress-seo/css/main-sitemap.xsl"?>
<urlset xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:image="http://www.google.com/schemas/sitemap-image/1.1" xsi:schemaLocation="http://www.sitemaps.org/schemas/sitemap/0.9 http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.xsd http://www.google.com/schemas/sitemap-image/1.1 http://www.google.com/schemas/sitemap-image/1.1/sitemap-image.xsd" xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
	<url>
		<loc>https://thearf.org/category/ua_resource/privatized-measurement-2</loc>
		<lastmod>2023-06-21T06:07:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/breaking-the-myth-privacy-forward-audience-targeting-can-drive-performance-2</loc>
		<lastmod>2023-06-21T06:11:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/whats-next-the-state-of-ad-measurement-identifiers</loc>
		<lastmod>2023-06-21T06:19:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/breaking-down-the-garden-walls-of-streaming-vs-linear</loc>
		<lastmod>2023-06-21T06:26:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-cross-platform-measurement-shift-content-to-ad-exposure-2</loc>
		<lastmod>2023-06-21T06:33:32+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/enabling-alternative-tv-measurement-for-buyers-and-sellers-2</loc>
		<lastmod>2023-06-21T07:46:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/leveraging-purchase-signals-to-drive-growth-2</loc>
		<lastmod>2023-06-21T07:52:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-exploding-complexity-of-programming-research-and-how-to-measure-it-when-content-is-king-2</loc>
		<lastmod>2023-06-21T07:55:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/bridging-the-gap-between-linear-and-digital-measurement</loc>
		<lastmod>2023-06-21T07:58:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/concurrent-track-panel-discussions-new-methods-to-validate-audience-estimates</loc>
		<lastmod>2023-06-21T08:01:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-of-social-media-for-marketers-2</loc>
		<lastmod>2023-06-21T08:07:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/demystifying-the-multigenerational-workplace-3</loc>
		<lastmod>2023-06-21T20:42:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/inclusion-by-design-in-pharma-research-and-marketing-2</loc>
		<lastmod>2023-06-21T20:49:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-win-an-arf-david-ogilvy-award-best-practices-tips-2</loc>
		<lastmod>2023-06-21T20:55:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-diversity-in-advertising-is-evolving-2</loc>
		<lastmod>2023-06-21T21:02:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/2023-roadmap-goals-inspiration-motivation-insights-2</loc>
		<lastmod>2023-06-21T21:08:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/leading-with-inclusive-insights-2</loc>
		<lastmod>2023-06-21T21:14:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/inclusive-innovation-transformative-insights-for-a-new-era</loc>
		<lastmod>2023-06-21T21:19:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/conversations-with-great-minds-great-mind-awards-2022-2</loc>
		<lastmod>2023-06-21T21:26:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-women-in-analytics-mentorship-program-launch</loc>
		<lastmod>2023-06-21T21:30:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-young-pros-may-meet-up-suzy-davidkhanian-2</loc>
		<lastmod>2023-06-21T21:34:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-cultural-effectiveness-council-the-future-of-qual</loc>
		<lastmod>2023-06-21T22:29:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-win-an-arf-david-ogilvy-award-best-practices-tips-3</loc>
		<lastmod>2023-06-21T22:43:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-young-pros-march-meet-up-ricardo-dalmas-2</loc>
		<lastmod>2023-06-21T23:06:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-is-the-coronavirus-impacting-the-global-advertising-industry-4</loc>
		<lastmod>2023-06-22T00:15:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/opening-remarks-3</loc>
		<lastmod>2023-06-27T00:47:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-did-pollsters-learn-from-the-2020-election-polls-2</loc>
		<lastmod>2023-06-27T00:50:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/there-were-always-mixed-signals-triangulating-uncertainty</loc>
		<lastmod>2023-06-27T00:52:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/in-defense-of-polling</loc>
		<lastmod>2023-06-27T00:56:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/dataxscience-2020-panel-discussion</loc>
		<lastmod>2023-06-27T01:01:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/insights-into-the-path-to-the-2020-election</loc>
		<lastmod>2023-06-27T01:03:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/covid-19-forecast</loc>
		<lastmod>2023-06-27T01:05:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improving-viewership-projections-forecasting-for-data-driven-audience-segments</loc>
		<lastmod>2023-06-27T01:08:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-outcomes-for-optimized-impact-in-a-time-of-uncertainty-2</loc>
		<lastmod>2023-06-27T01:12:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-of-social-media-for-marketers</loc>
		<lastmod>2023-06-28T18:38:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-emissions-driven-tax-policies-influence-auto-brands-advertising-strategies</loc>
		<lastmod>2023-06-28T18:39:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-peek-behind-the-curtain-preventing-a-fumble-the-research-pov-on-super-bowl-advertising</loc>
		<lastmod>2023-06-28T18:41:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-diversity-in-advertising-is-evolving</loc>
		<lastmod>2023-06-28T19:32:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/does-anthropomorphism-help-or-hurt-brands-entering-foreign-markets</loc>
		<lastmod>2023-06-28T19:33:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/jar-calls-for-papers-immersive-technologies-prosocial-advertising</loc>
		<lastmod>2023-06-28T19:34:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-does-ai-mean-for-advertising-research</loc>
		<lastmod>2023-06-28T19:42:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/here-is-when-promotions-work-for-high-involvement-products</loc>
		<lastmod>2023-06-28T19:48:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-do-consumers-respond-to-gender-based-pricing</loc>
		<lastmod>2023-06-28T19:49:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/leading-with-inclusive-insights</loc>
		<lastmod>2023-06-28T19:53:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-impact-of-bodily-autonomy-on-brand-marketing-insights-for-marketers</loc>
		<lastmod>2023-06-28T19:55:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/jar-iss-how-advertising-expenditures-affect-consumers-perceptions-of-quality</loc>
		<lastmod>2023-06-28T22:26:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/jar-iss-how-deepfakes-and-ai-could-reshape-the-advertising-industry</loc>
		<lastmod>2023-06-28T22:26:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/journal-of-advertising-research-insights-studio-series-bad-guys-as-good-endorsers</loc>
		<lastmod>2023-06-28T22:27:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/iss-jar-a-comparison-of-social-media-influencers-kpi-patterns-across-platforms</loc>
		<lastmod>2023-06-28T22:28:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/more-research-on-lgbtq</loc>
		<lastmod>2023-06-29T00:33:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/bias-and-stereotyping-in-ai</loc>
		<lastmod>2023-06-29T00:33:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/should-advertisements-be-more-entertaining</loc>
		<lastmod>2023-06-29T00:33:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/new-research-on-net-promoter-score</loc>
		<lastmod>2023-06-29T00:33:54+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/06/Screenshot-2023-06-28-at-10.18.35-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-attention-is-measured</loc>
		<lastmod>2023-06-29T00:33:56+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/06/Screenshot-2023-06-28-at-10.15.35-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-80-20-challenge-building-a-better-measurement-blueprint</loc>
		<lastmod>2023-07-03T22:52:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-of-audience-in-streaming-2</loc>
		<lastmod>2023-07-03T22:55:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-of-media</loc>
		<lastmod>2023-07-03T22:58:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/optimize-early-often-2</loc>
		<lastmod>2023-07-05T22:38:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/capitalizing-on-the-ctv-opportunity-2</loc>
		<lastmod>2023-07-05T22:55:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-evolving-tv-streamer-2</loc>
		<lastmod>2023-07-05T23:00:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-television-disrupted</loc>
		<lastmod>2023-07-05T23:06:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/australias-largest-cross-platform-study-the-power-of-news</loc>
		<lastmod>2023-07-05T23:11:11+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/synthetic-solution-leveraging-data-dependencies-in-cross-platform-measurement-models</loc>
		<lastmod>2023-07-05T23:14:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-cross-platform-measurement-identity</loc>
		<lastmod>2023-07-05T23:20:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/faster-causal-attribution-2</loc>
		<lastmod>2023-07-05T23:23:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-new-metric-for-brand-loyalty-2</loc>
		<lastmod>2023-07-05T23:26:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/modelling-short-long-term-marketing-effects-in-the-consumer-purchase-journey-2</loc>
		<lastmod>2023-07-06T02:01:16+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-attribution-approaches</loc>
		<lastmod>2023-07-06T02:05:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/understanding-the-true-cost-of-attention-across-media-2</loc>
		<lastmod>2023-07-06T02:08:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/does-every-second-count-2</loc>
		<lastmod>2023-07-06T02:13:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/advertisings-sequence-of-effects-on-consumer-mindset-and-sales-2</loc>
		<lastmod>2023-07-06T02:16:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-attention-measures-what-counts-how-much-does-it-cost</loc>
		<lastmod>2023-07-06T02:21:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/scoring-for-representation-2</loc>
		<lastmod>2023-07-06T02:24:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cross-channel-measurement-in-a-time-of-data-collection-challenges-2</loc>
		<lastmod>2023-07-06T02:26:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/welcome-to-the-attention-dimension-fundamentals-of-attention-metrics-for-media-2</loc>
		<lastmod>2023-07-06T02:29:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-last-word-monday</loc>
		<lastmod>2023-07-06T02:32:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/leading-the-next-frontier-of-media-disruption</loc>
		<lastmod>2023-07-06T20:03:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/getting-the-most-out-of-data-an-agency-perspective</loc>
		<lastmod>2023-07-06T20:06:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unlocking-genz-on-social-video</loc>
		<lastmod>2023-07-06T21:22:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/united-tv-and-digital-measurement-growing-your-brands-roi-with-todays-integrated-reporting</loc>
		<lastmod>2023-07-06T21:25:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/diversity-or-lack-thereof-in-tv-2</loc>
		<lastmod>2023-07-06T21:29:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/neuroscience-got-to-the-heart-of-esports-audiences</loc>
		<lastmod>2023-07-06T21:40:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/wearables-the-future-of-media-measurement-2</loc>
		<lastmod>2023-07-06T21:53:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-truthscores-can-significantly-improve-the-accuracy-of-addressable-marketing-2</loc>
		<lastmod>2023-07-06T21:57:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mediacell-a-passive-approach-to-future-ready-cross-media-measurement</loc>
		<lastmod>2023-07-06T22:00:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-cross-platform-measurement-identity-2</loc>
		<lastmod>2023-07-06T22:05:34+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cookieless-audience-targeting-and-attribution-a-pharma-case-study-2</loc>
		<lastmod>2023-07-06T22:42:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/building-trust-through-transparency-2</loc>
		<lastmod>2023-07-06T23:02:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-context-effect-how-context-is-critical-transforming-digital-advertising-2</loc>
		<lastmod>2023-07-06T23:17:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-data-deprecation-rising-privacy-concerns</loc>
		<lastmod>2023-07-06T23:26:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unlocking-the-new-currency-of-attention</loc>
		<lastmod>2023-07-06T23:29:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attentive-reach-the-case-for-human-attention-in-brand-advertising-2</loc>
		<lastmod>2023-07-06T23:33:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/prior-attentive-ad-exposures-increase-ad-attention-2</loc>
		<lastmod>2023-07-06T23:44:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-attention-measures</loc>
		<lastmod>2023-07-06T23:55:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/an-economic-analysis-of-tv-advertising-profitability-2</loc>
		<lastmod>2023-07-07T00:01:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/collaborating-on-research-and-solutions-for-private-measurement-2</loc>
		<lastmod>2023-07-07T00:14:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-evolution-of-measurement-and-looking-towards-a-privacy-centric-ecosystem</loc>
		<lastmod>2023-07-07T00:16:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-holistic-measurement-journey</loc>
		<lastmod>2023-07-07T00:22:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/understanding-consumer-sentiment-towards-data-privacy-in-advertising-2</loc>
		<lastmod>2023-07-07T00:25:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/infrastructure-evolution-for-next-generation-market-research-2</loc>
		<lastmod>2023-07-07T00:28:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-goes-viral-brand-challenges-and-opportunities-triggered-by-the-pandemic-2</loc>
		<lastmod>2023-07-07T00:31:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-high-frequency-data-offers-consumer-insights</loc>
		<lastmod>2023-07-07T00:33:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-post-pandemic-trends</loc>
		<lastmod>2023-07-07T00:40:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/extending-the-audience-scope-brand-in-a-multisource-data-context</loc>
		<lastmod>2023-07-07T00:45:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/have-we-been-mis-measuring-basic-demographic-and-media-consumption</loc>
		<lastmod>2023-07-07T00:49:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-digital-divide-inclusion-of-a-mobile-population-to-have-have-not-part-2</loc>
		<lastmod>2023-07-11T01:08:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/iab-state-of-data-initiative-2020-2</loc>
		<lastmod>2023-07-11T01:16:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/building-a-cross-device-multi-source-verified-behavioral-data-exchange-tool</loc>
		<lastmod>2023-07-11T01:19:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/understanding-using-ethical-data-attitudes-to-improve-consumer-relationships</loc>
		<lastmod>2023-07-11T01:22:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-data-deprecation-rising-privacy-concerns-2</loc>
		<lastmod>2023-07-11T01:25:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/finding-mountain-dews-sweet-spot-2</loc>
		<lastmod>2023-07-11T01:30:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/leveraging-a-b-testing-to-understand-consumer-behavior</loc>
		<lastmod>2023-07-11T01:32:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-power-of-big-data</loc>
		<lastmod>2023-07-11T01:35:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions-understanding-audiences</loc>
		<lastmod>2023-07-11T01:38:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-does-the-converged-tv-ecosystem-need-from-a-calibration-panel</loc>
		<lastmod>2023-07-11T01:45:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ad-spend-cues-deepfakes-a-i-badass-endorsers-and-influencer-kpis-2</loc>
		<lastmod>2023-07-11T18:13:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-of-qual-3</loc>
		<lastmod>2023-07-11T18:19:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/inclusion-by-design-in-pharma-research-and-marketing-3</loc>
		<lastmod>2023-07-11T18:37:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brand-purpose-an-effective-advertising-response-in-a-crisis-event-summary</loc>
		<lastmod>2023-07-11T19:37:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/video-games-livestreams-and-community-understanding-the-experiences-of-diverse-gamers-3</loc>
		<lastmod>2023-07-11T20:29:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/demystifying-the-multigenerational-workplace-4</loc>
		<lastmod>2023-07-11T20:36:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-2023-2</loc>
		<lastmod>2023-07-12T00:22:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-win-an-arf-david-ogilvy-award-best-practices-tips-4</loc>
		<lastmod>2023-07-12T00:37:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/turning-dont-into-do-understanding-consumer-behavior</loc>
		<lastmod>2023-07-12T18:51:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/holistic-measurement-program-for-online-service-provider-2</loc>
		<lastmod>2023-07-12T18:57:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-the-metaverse-means-for-marketers-3</loc>
		<lastmod>2023-07-12T21:36:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/measurement-currency-priorities</loc>
		<lastmod>2023-07-13T01:29:07+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/07/Screenshot-2023-07-12-at-12.49.57-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-value-of-qualitative-research-today</loc>
		<lastmod>2023-07-13T01:29:09+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/07/Screenshot-2023-07-12-at-12.48.13-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cause-related-ad-effectiveness</loc>
		<lastmod>2023-07-13T01:29:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/who-eats-beef</loc>
		<lastmod>2023-07-13T17:28:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-case-for-rethinking-traditional-targets</loc>
		<lastmod>2023-07-17T18:39:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-predicting-your-future-best-customers-its-easier-than-you-think</loc>
		<lastmod>2023-07-24T22:38:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-future-consumer-projection-the-key-to-boosting-business-growth</loc>
		<lastmod>2023-07-24T22:45:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-marketing-mix-modeling</loc>
		<lastmod>2023-07-24T22:50:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-charting-the-future-of-marketing-mix-model-best-practices-with-marketing-science-institute</loc>
		<lastmod>2023-07-24T22:53:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-escaping-from-model-land-why-forecasters-should-plan-their-exit-routes-in-advance</loc>
		<lastmod>2023-07-24T22:57:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-research-legends-podcasts-summer-listening-suggestions</loc>
		<lastmod>2023-07-26T01:24:29+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/07/Screenshot-2023-07-25-at-2.23.11-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/summer-reading-and-listening-suggestions</loc>
		<lastmod>2023-07-26T01:24:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/07/Screenshot-2023-07-25-at-11.47.28-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-use-virtual-ids</loc>
		<lastmod>2023-07-26T01:24:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-measure-trust-in-brands</loc>
		<lastmod>2023-07-26T01:24:52+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/07/Screenshot-2023-07-25-at-11.08.49-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-value-of-offsite-data</loc>
		<lastmod>2023-07-26T17:56:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-managing-risk-how-businesses-can-get-better-visibility-into-the-near-and-long-term-future-2</loc>
		<lastmod>2023-07-26T22:41:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/initial-findings-from-arfs-attention-measurement-validation-initiative</loc>
		<lastmod>2023-07-26T23:56:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/charting-the-course-for-third-party-cross-media-audience-measurement-2</loc>
		<lastmod>2023-07-26T23:59:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/standardizing-and-scaling-cross-platform-measurement-2</loc>
		<lastmod>2023-07-27T00:05:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-last-word-wednesday</loc>
		<lastmod>2023-08-01T01:19:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/moderated-track-discussions</loc>
		<lastmod>2023-08-01T01:24:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-last-word-tuesday</loc>
		<lastmod>2023-08-01T01:34:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/multicultural-conversations-on-handling-the-hard-stuff-event-summary</loc>
		<lastmod>2023-08-01T02:57:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/inside-the-journal-of-advertising-research-advertising-creativity-and-strategy-event-summary</loc>
		<lastmod>2023-08-01T02:59:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/consumer-behavioral-shifts-why-your-marketing-measurement-must-adapt-in-2022-and-beyond-event-summary-2</loc>
		<lastmod>2023-08-01T02:59:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-role-of-social-media-in-content-discovery-event-summary-2</loc>
		<lastmod>2023-08-01T03:00:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/big-data-and-converging-tv-what-role-can-deterministic-panels-play-in-unlocking-opportunity-event-summary-2</loc>
		<lastmod>2023-08-01T03:00:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/modern-leadership-new-skills-for-a-new-era-event-summary-2</loc>
		<lastmod>2023-08-01T03:01:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/perspectives-on-measurement-and-why-it-matters</loc>
		<lastmod>2023-08-01T03:50:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/streaming-in-the-new-media-landscape-event-summary-2</loc>
		<lastmod>2023-08-01T03:58:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/building-a-customer-experience-cx-roadmap-event-summary-2</loc>
		<lastmod>2023-08-01T04:45:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-relevance-and-power-of-context-in-todays-media-environment-event-summary-2</loc>
		<lastmod>2023-08-01T04:46:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/marketing-measurement-in-the-pandemic-era-navigating-to-success-event-summary-2</loc>
		<lastmod>2023-08-01T04:46:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/where-has-all-the-advertising-gone-event-summary-2</loc>
		<lastmod>2023-08-01T04:46:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-researchers-can-learn-from-recent-political-polling-challenges-event-summary-2</loc>
		<lastmod>2023-08-01T04:47:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mentoring-meet-up-three-leaders-three-stories-event-summary-2</loc>
		<lastmod>2023-08-01T04:48:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-101-a-guide-to-buying-and-selling-event-summary-2</loc>
		<lastmod>2023-08-01T04:48:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-peek-behind-the-curtain-at-improv-driven-insights-event-summary-2</loc>
		<lastmod>2023-08-01T04:48:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/advertising-effectiveness-performance-measurement-in-the-new-world-of-privacy-and-tools</loc>
		<lastmod>2023-08-01T20:38:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/perspectives-on-the-most-important-consumer-and-video-marketplace-changes</loc>
		<lastmod>2023-08-02T19:00:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-knowledge-at-hand-attention-and-ad-impact-the-evolution-of-the-new-attention-metrics</loc>
		<lastmod>2023-08-02T23:14:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-cmo-brief-attention-and-ad-impact-the-evolution-of-attention-metrics</loc>
		<lastmod>2023-08-02T23:17:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/which-prompts-better-green-behaviors-a-crying-tree-or-smiling-forest</loc>
		<lastmod>2023-08-04T18:02:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/covid-19-impact-by-category-an-age-period-cohort-analysis-2</loc>
		<lastmod>2023-08-04T18:56:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/why-ad-expenditures-impact-perceived-quality-in-some-cases-but-not-others</loc>
		<lastmod>2023-08-04T19:45:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/does-privacy-regulation-affect-online-consumer-behavior</loc>
		<lastmod>2023-08-04T19:50:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/this-strategy-sharpens-the-creative-process-at-ad-agencies</loc>
		<lastmod>2023-08-04T19:56:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/different-design-elements-boost-effectiveness-depending-on-the-type-of-ad</loc>
		<lastmod>2023-08-04T19:59:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-metrics-moving-from-laboratory-to-field-applications</loc>
		<lastmod>2023-08-04T21:44:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-2023</loc>
		<lastmod>2023-08-04T21:45:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-ai-machine-learning-lead-jars-research-priorities-list</loc>
		<lastmod>2023-08-04T21:48:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/es-or-g-which-matters-most-to-consumers-and-institutional-investors</loc>
		<lastmod>2023-08-04T21:55:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brands-should-communicate-positive-reviews-to-customers-post-purchase</loc>
		<lastmod>2023-08-04T21:57:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cross-platform-millennial-style</loc>
		<lastmod>2023-08-07T19:05:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/differences-in-u-s-hispanic-tv-viewing-and-preferences-by-generation</loc>
		<lastmod>2023-08-07T19:05:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-define-and-measure-attention</loc>
		<lastmod>2023-08-10T17:44:30+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/08/Screenshot-2023-08-09-at-2.32.08-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improving-market-mix-models-for-better-forecasts</loc>
		<lastmod>2023-08-10T17:44:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-chatbots-and-market-research</loc>
		<lastmod>2023-08-10T23:29:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/negative-tv-film-characters-can-be-effective-product-endorsers</loc>
		<lastmod>2023-08-16T22:44:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/disruptive-streaming-video-ads-hurt-product-involvement-brand-recognition</loc>
		<lastmod>2023-08-16T22:49:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/consumer-trends-2023-24</loc>
		<lastmod>2023-08-23T22:47:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/08/Screenshot-2023-08-23-at-10.57.04-AM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/08/Screenshot-2023-08-23-at-10.57.19-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/white-paper-on-cause-related-marketing</loc>
		<lastmod>2023-08-23T22:47:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/08/Screenshot-2023-08-23-at-11.00.07-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/consumers-marketers-and-privacy</loc>
		<lastmod>2023-08-23T22:47:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-jar-and-cimm-news</loc>
		<lastmod>2023-08-23T23:28:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cmo-brief-how-effective-are-cause-related-messages-in-advertising-today</loc>
		<lastmod>2023-09-01T00:01:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-academic-journal-highlighted-for-industry-authors-expansive-themes</loc>
		<lastmod>2023-09-06T00:53:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-fresh-look-at-50-consumers</loc>
		<lastmod>2023-09-07T22:51:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/more-product-placements</loc>
		<lastmod>2023-09-07T22:51:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/while-you-were-away</loc>
		<lastmod>2023-09-07T22:51:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-technology-impacts-media-use</loc>
		<lastmod>2023-09-08T05:38:13+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/Screenshot-2023-09-07-at-11.05.58-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/audi-switzerland-integrates-attention-metrics-ai-into-programmatic-bidding-to-drive-business-outcomes-2</loc>
		<lastmod>2023-09-11T21:13:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/data-case-study-different-targets-need-different-messages-2</loc>
		<lastmod>2023-09-11T23:19:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-brands-did-in-2020-the-impact-on-market-share</loc>
		<lastmod>2023-09-13T19:20:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/balancing-user-privacy-and-personalization</loc>
		<lastmod>2023-09-15T21:19:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-expectation-of-personalization-modernizing-a-tailored-customer-experience</loc>
		<lastmod>2023-09-15T21:20:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-expectation-of-personalization-modernizing-a-tailored-customer-experience-2</loc>
		<lastmod>2023-09-15T21:22:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/navigating-the-messy-middle-the-great-resignation-event-summary</loc>
		<lastmod>2023-09-19T16:49:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-future-of-qual-2</loc>
		<lastmod>2023-09-20T17:21:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sports-and-linear-tv</loc>
		<lastmod>2023-09-20T20:20:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cimm-summit-measurement-initiatives</loc>
		<lastmod>2023-09-20T20:20:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improving-marketing-mix-models</loc>
		<lastmod>2023-09-20T20:20:23+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/Screenshot-2023-09-19-at-12.14.51-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/too-many-tv-choices</loc>
		<lastmod>2023-09-20T20:22:57+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/Screenshot-2023-09-19-at-12.07.53-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-wit-and-wisdom-of-erwin-ephron</loc>
		<lastmod>2023-09-20T21:28:17+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/Screenshot-2023-09-20-at-9.22.31-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/dimensionalizing-the-value-of-brands-in-an-attention-economy</loc>
		<lastmod>2023-09-26T23:39:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/firm-beliefs-how-to-shape-your-own-career</loc>
		<lastmod>2023-10-02T17:04:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-are-the-drivers-behind-metric-use-in-a-global-setting</loc>
		<lastmod>2023-10-03T23:46:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/marketing-performance-measurement-where-are-we-now</loc>
		<lastmod>2023-10-03T23:46:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/systematic-sensemaking-offers-unique-insights-into-market-experiences</loc>
		<lastmod>2023-10-03T23:52:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/corona-natural-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:12+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cheez-it-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:18+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/campari-group-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:22+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/city-of-boston-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:27+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/city-of-houston-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:35+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/clinique-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:42+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/dove-hand-hygiene-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/freshpet-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:15:50+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/malibu-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:17:59+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sp-global-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:21:19+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/travelers-insurance-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:32:55+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/truth-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:34:09+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/uber-eats-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:36:00+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ford-motor-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:36:59+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/lexus-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:39:47+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/intuit-mailchimp-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:47:13+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/hilton-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:52:06+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/toyota-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T21:54:01+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/kelloggs-2023-david-ogilvy-award-winner-case-study-3</loc>
		<lastmod>2023-10-05T21:57:04+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/tyson-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:18:37+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mac-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:19:44+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/chase-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:21:12+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cascade-procter-gamble-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:26:15+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/citizens-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:27:29+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/merck-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:30:38+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/wingstop-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:31:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/campbells-chunky-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:33:57+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/aaa-acg-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:41:40+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/act-sanofi-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-05T22:42:43+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/surprise-consumers-like-ads-that-mock-them</loc>
		<lastmod>2023-10-06T17:24:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/europes-advertising-research-conference-highlights-work-on-ai-influencers-more</loc>
		<lastmod>2023-10-06T17:31:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-ad-council-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-07T00:13:17+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/context-adjacency-a-data-driven-approach-to-concerns-around-the-risk-of-content-adjacent-to-ads</loc>
		<lastmod>2023-10-10T00:27:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/context-adjacency-a-data-driven-approach-to-concerns-around-the-risk-of-content-adjacent-to-ads-2</loc>
		<lastmod>2023-10-10T16:36:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-state-of-streaming</loc>
		<lastmod>2023-10-10T21:19:11+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-ai-conundrum</loc>
		<lastmod>2023-10-10T21:21:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/creative-quality-validating-the-role-of-creative-in-roi</loc>
		<lastmod>2023-10-10T22:08:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/video-ad-testing-the-secret-to-coldwell-bankers-marketing-roi</loc>
		<lastmod>2023-10-10T22:09:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/using-theory-to-understand-ai-emotion-models</loc>
		<lastmod>2023-10-10T22:11:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-strategy-your-second-brain</loc>
		<lastmod>2023-10-10T22:12:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/its-not-man-versus-machine-how-human-responses-make-ai-better</loc>
		<lastmod>2023-10-10T22:13:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/from-great-idea-to-effective-campaign</loc>
		<lastmod>2023-10-10T22:13:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/putting-generative-ai-to-the-test-arf-david-ogilvy-awards-predictions</loc>
		<lastmod>2023-10-10T22:13:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/breaking-through-the-blind-spots-how-marketers-can-be-a-force-for-good-and-growth-2</loc>
		<lastmod>2023-10-11T18:05:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/building-brand-loyalty-with-todays-21st-century-audience-event-summary</loc>
		<lastmod>2023-10-11T18:06:11+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/advertising-effectiveness-performance-measurement-in-the-new-world-of-privacy-and-tools-3</loc>
		<lastmod>2023-10-13T19:11:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/striking-a-balance-privacy-personalization-profit-2</loc>
		<lastmod>2023-10-13T19:17:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/dimensionalizing-the-value-of-brands-in-an-attention-economy-2</loc>
		<lastmod>2023-10-13T19:21:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/firm-beliefs-how-to-shape-your-own-career-2</loc>
		<lastmod>2023-10-13T19:24:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improving-eco-friendly-advertising</loc>
		<lastmod>2023-10-17T21:11:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/kelloggs-2023-david-ogilvy-award-winner-case-study-2</loc>
		<lastmod>2023-10-18T18:14:48+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/kelloggs-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-18T18:16:39+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/pfizer-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-18T18:20:51+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/intel-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2023-10-18T21:02:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-knowledge-at-hand-how-best-to-advertise-during-a-recession</loc>
		<lastmod>2023-10-19T23:19:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cmo-brief-how-best-to-advertise-during-a-recession</loc>
		<lastmod>2023-10-19T23:24:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-reliable-are-neuromarketers-measures</loc>
		<lastmod>2023-10-20T18:44:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/research-preview</loc>
		<lastmod>2023-10-20T23:11:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improving-inclusive-advertising</loc>
		<lastmod>2023-10-20T23:26:30+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/10/Screenshot-2023-10-20-at-11.07.14-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/viewers-like-choices</loc>
		<lastmod>2023-10-20T23:27:47+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/10/Screenshot-2023-10-20-at-11.09.45-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-evolution-of-ott-and-ctv</loc>
		<lastmod>2023-10-23T18:43:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/can-award-winning-ads-be-effective</loc>
		<lastmod>2023-10-31T17:40:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/who-needs-highly-creative-advertising-how-brand-familiarity-moderates-creativitys-influence-on-attention-affect-and-memory</loc>
		<lastmod>2023-11-02T16:46:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/beyond-the-targeted-customer-spillover-effect-through-social-influence-consumers-with-weak-ties-are-more-effective-targets-in-social-advertising</loc>
		<lastmod>2023-11-02T16:46:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/is-your-brand-protected-assessing-brand-safety-risks-in-digital-campaigns</loc>
		<lastmod>2023-11-02T16:46:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brand-safety-social-targeting-and-who-needs-highly-creative-ads</loc>
		<lastmod>2023-11-02T21:57:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/entertainment-now-study-uncovering-the-drivers-behind-gen-zs-viewing-behaviors</loc>
		<lastmod>2023-11-08T00:00:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/latest-studies-presented-on-diversity-and-lgbtq-in-advertising</loc>
		<lastmod>2023-11-08T00:03:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/has-streaming-reached-equilibrium</loc>
		<lastmod>2023-11-08T00:05:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/hubs-highlight-reel-the-top-trends-for-2024</loc>
		<lastmod>2023-11-08T00:08:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/panel-discussion-new-measurement-solutions</loc>
		<lastmod>2023-11-08T00:12:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/latest-studies-presented-on-diversity-and-lgbtq-in-advertising-2</loc>
		<lastmod>2023-11-08T00:18:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/update-on-the-arf-attention-measurement-validation-initiative</loc>
		<lastmod>2023-11-08T00:21:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/split-stream-fresh-findings-from-the-dash-tv-study</loc>
		<lastmod>2023-11-08T00:23:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cross-platform-video-audiences-new-insights-on-viewer-segments</loc>
		<lastmod>2023-11-08T00:25:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/latest-studies-presented-on-diversity-and-lgbtq-in-advertising-3</loc>
		<lastmod>2023-11-08T00:50:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/thriving-between-the-hits-how-to-make-more-effective-entertainment-creative</loc>
		<lastmod>2023-11-08T00:53:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/new-ad-formats-for-ott-optimizing-ads-in-a-ctv-environment</loc>
		<lastmod>2023-11-08T00:59:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/future-panel-predictions-for-2024-and-beyond</loc>
		<lastmod>2023-11-08T01:03:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/latest-studies-presented-on-diversity-and-lgbtq-in-advertising-4</loc>
		<lastmod>2023-11-08T01:06:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improving-measuring-creative-impact</loc>
		<lastmod>2023-11-10T03:03:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-importance-of-the-hispanic-community-in-the-u-s</loc>
		<lastmod>2023-11-10T03:03:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-09-at-11.11.44-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/getting-to-know-your-youngest-customers</loc>
		<lastmod>2023-11-10T03:04:42+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-09-at-11.14.13-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/better-models-measurement-attribution</loc>
		<lastmod>2023-11-10T03:05:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-peek-behind-the-curtain-at-how-ai-judged-the-david-ogilvy-awards-2</loc>
		<lastmod>2023-11-10T19:58:27+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-other-thread-the-debate-about-cross-media-deduplication</loc>
		<lastmod>2023-11-10T21:37:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/do-mobile-apps-lead-to-more-equitable-customer-service</loc>
		<lastmod>2023-11-10T21:40:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/consumer-ambassadors-promote-prosocial-behavior-for-themselves-others</loc>
		<lastmod>2023-11-10T21:43:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-arf-attention-validation-project-the-how-why</loc>
		<lastmod>2023-11-14T23:20:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/this-strategy-helps-retailers-survive-store-closures</loc>
		<lastmod>2023-11-14T23:22:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/breaking-through-the-blind-spots-how-marketers-can-be-a-force-for-good-and-growth</loc>
		<lastmod>2023-11-14T23:22:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/podcast-brand-safety-suitability-report</loc>
		<lastmod>2023-11-28T21:33:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/connected-car-insights</loc>
		<lastmod>2023-11-28T21:37:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/state-of-audio-fuel-the-funnel</loc>
		<lastmod>2023-11-28T21:42:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sound-creative-how-to-build-winning-audio-ads</loc>
		<lastmod>2023-11-28T21:45:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/state-of-audio-level-up</loc>
		<lastmod>2023-11-28T21:51:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/audio-attention-dentsu-attention-economy-study</loc>
		<lastmod>2023-11-28T21:55:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/aligning-with-rituals-the-contextual-foundation-for-audio</loc>
		<lastmod>2023-11-28T22:01:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-flying-account-planner-todays-strategic-planner-has-broad-horizons-but-no-proper-home</loc>
		<lastmod>2023-11-28T22:15:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/gotterdammerung-baby-media-needs-to-be-more-concerned-about-advertising</loc>
		<lastmod>2023-11-28T22:20:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-bent-acronym-scrambled-letters-from-the-internet</loc>
		<lastmod>2023-11-29T02:37:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-man-who-invented-adis-the-idea-that-markets-can-be-defined-by-viewing-put-tv-at-the-center-of-media-planning</loc>
		<lastmod>2023-11-29T02:40:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/adstock-and-media-planning-can-estimates-of-advertisings-carry-over-effects-replace-actual-grps-in-scheduling</loc>
		<lastmod>2023-11-29T02:43:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/did-advertising-just-sneeze-agencies-need-better-arguments-to-weather-a-recession</loc>
		<lastmod>2023-11-29T02:47:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-advertising-lost-its-way-its-like-buying-a-multi-million-dollar-melon-you-have-to-spend-the-money-to-find-out-if-its-any-good</loc>
		<lastmod>2023-11-30T01:28:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/insights-on-advertising</loc>
		<lastmod>2023-11-30T01:31:10+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.09.34-PM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.09.50-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/content-measurement</loc>
		<lastmod>2023-11-30T01:31:12+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.12.29-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/trends-in-media-use</loc>
		<lastmod>2023-11-30T01:31:38+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.05.18-PM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.05.32-PM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.05.51-PM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.06.03-PM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/11/Screenshot-2023-11-29-at-12.06.14-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/model-future-combining-first-party-data-with-modeling-for-a-new-era-of-privacy-safe-consumer-insights</loc>
		<lastmod>2023-11-30T01:32:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/finding-the-other-half-the-idea-that-advertising-doesnt-pay-may-be-more-about-packaged-goods-than-it-is-about-advertising</loc>
		<lastmod>2023-11-30T01:33:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brand-perception-valuation</loc>
		<lastmod>2023-11-30T01:34:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/want-to-bug-an-agency-president-just-get-the-client-to-ask-a-naive-question</loc>
		<lastmod>2023-11-30T01:37:34+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/innovative-approach-to-identifying-unique-data-sets-across-the-full-funnel-to-unlock-optimal-media-mix-for-driving-business-outcomes</loc>
		<lastmod>2023-11-30T01:38:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/finding-the-balance-an-exploration-of-halo-effect-of-brand-spend-on-direct-response-and-the-optimal-mix</loc>
		<lastmod>2023-11-30T01:39:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/comfort-the-afflicted-afflict-the-comfortable-dedicated-to-carl-ally</loc>
		<lastmod>2023-11-30T01:41:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/we-are-not-alone-cosmology-is-as-confusing-as-advertising</loc>
		<lastmod>2023-11-30T01:45:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-age-of-the-anxiety-media-audits-focus-on-diligence-more-than-deceit-but-either-way-more-advertisers-want-the-reassurance</loc>
		<lastmod>2023-11-30T01:48:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/where-the-rubber-meets-the-sky-project-apollo-promises-a-new-look-at-media</loc>
		<lastmod>2023-11-30T01:52:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-ppm-could-rescue-radio-roi-modeling-requires-the-better-audience-measurement</loc>
		<lastmod>2023-11-30T01:55:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/creative-mix-analysis-at-dell-computer</loc>
		<lastmod>2023-11-30T01:56:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/creative-performance-diagnostics-powered-by-ai-to-guide-advertisers-towards-success</loc>
		<lastmod>2023-11-30T01:57:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-arbitron-ppm-versus-the-nielsen-meter-diary-which-is-right-no-which-is-better</loc>
		<lastmod>2023-11-30T01:58:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unleashing-the-power-of-model-granularity-to-deepen-insights-improve-decisions-and-drive-business-performance</loc>
		<lastmod>2023-11-30T02:00:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/fast-break-to-success-quantifying-drivers-of-linear-viewership-at-the-nba</loc>
		<lastmod>2023-11-30T02:01:32+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/blind-eye-on-media-the-auditing-issue-in-media-is-diligence-not-deceit</loc>
		<lastmod>2023-11-30T02:01:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/navigating-complex-modeling-for-evolving-business-needs-the-case-of-mbank</loc>
		<lastmod>2023-11-30T02:02:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/navigating-complex-modeling-for-evolving-business-needs-the-case-of-mbank-2</loc>
		<lastmod>2023-11-30T02:03:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/modern-attribution-combining-brand-equity-and-sales-into-one-model-for-smarter-and-balanced-optimizations</loc>
		<lastmod>2023-11-30T02:04:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-babel-problem-will-creating-a-common-language-improve-media-mix-planning</loc>
		<lastmod>2023-11-30T02:05:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/getting-fit-for-a-cookie-less-industry-how-the-breadth-and-depth-of-attribution-are-expanding-with-new-technologies</loc>
		<lastmod>2023-11-30T02:05:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/retail-media-networks-cross-channel-measurement-best-practices</loc>
		<lastmod>2023-11-30T02:06:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/national-vs-linear-attribution-outshining-competitors-with-strategic-planning</loc>
		<lastmod>2023-11-30T02:07:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/confessions-of-a-bean-counter-tv-planning-should-move-from-opportunity-to-see-to-probably-saw</loc>
		<lastmod>2023-11-30T02:08:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-blast-from-the-past-nielsens-new-fused-data-may-be-a-better-way-to-target-television</loc>
		<lastmod>2023-11-30T02:10:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-brittle-bones-of-media-why-reach-isnt-reach-any-more</loc>
		<lastmod>2023-11-30T02:15:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/organized-crime-keeps-better-books-big-money-tv-negotiation-needs-a-clearer-paper-trail</loc>
		<lastmod>2023-11-30T02:17:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-calculation-stands-more-advertising-tales-from-the-1960s</loc>
		<lastmod>2023-11-30T02:26:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/why-meta-anchors-on-incrementality-to-meet-the-challenges-of-modern-measurement</loc>
		<lastmod>2023-11-30T02:28:16+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/counting-calories-on-the-compelling-need-to-adjust-issue-readership-data</loc>
		<lastmod>2023-11-30T02:31:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-message-from-cannes-its-time-to-watch-the-watchers</loc>
		<lastmod>2023-11-30T02:35:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/caution-dangerous-curves-formula-reach-and-frequency-is-a-rough-approximation</loc>
		<lastmod>2023-11-30T02:38:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/planning-for-chaos-are-the-new-planning-tools-magic-or-science-fiction</loc>
		<lastmod>2023-11-30T02:41:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/chaos-isnt-for-sissies-it-means-changing-our-plans</loc>
		<lastmod>2023-11-30T02:43:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/chickens-waltzing-out-the-door-distracted-by-the-future-agencies-can-lose-focus-on-the-present</loc>
		<lastmod>2023-11-30T02:48:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/clout-does-exist-is-it-contagious-has-it-just-blinked</loc>
		<lastmod>2023-11-30T02:50:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/print-research-at-the-cloverleaf-rd-without-funding-is-comfort-without-cure</loc>
		<lastmod>2023-11-30T02:54:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-man-who-loved-clutter-how-leonard-lavin-of-alberto-culver-invented-the-30-second-commercial</loc>
		<lastmod>2023-11-30T02:56:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ott-2023-conference</loc>
		<lastmod>2023-11-30T21:07:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/portfolio-optimization-at-kenvue</loc>
		<lastmod>2023-11-30T22:29:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brewing-a-brand-hopping-between-short-term-returns-and-long-term-brand-building</loc>
		<lastmod>2023-11-30T22:32:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-other-guys-commercial-clutter-is-the-price-we-pay-for-keeping-tv-affordable</loc>
		<lastmod>2023-12-05T02:00:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-sound-of-mischief-when-advertisers-complain-about-clutter-they-mean-the-other-guys-commercial</loc>
		<lastmod>2023-12-05T02:02:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/its-the-other-guys-commercial-only-the-media-can-reduce-clutter-so-why-not-help-them-when-they-try</loc>
		<lastmod>2023-12-05T02:04:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cobbling-it-together-tv-optimizations-suggests-database-fusion-can-be-a-powerful-targeting-tool</loc>
		<lastmod>2023-12-05T02:07:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/why-consolidate-media-the-best-reason-is-better-advertising</loc>
		<lastmod>2023-12-05T02:09:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-broken-covenant-if-commercial-avoidance-destroys-tv-mass-marketing-may-go-with-it</loc>
		<lastmod>2023-12-05T02:11:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-wonder-of-cpm-its-the-markets-best-estimate-of-media-value-and-markets-tend-to-be-smart</loc>
		<lastmod>2023-12-05T02:13:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-bureau-of-weights-and-measures-can-you-trust-the-label-on-a-cpm</loc>
		<lastmod>2023-12-05T02:15:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-numbers-game-cpm-and-cost-per-point-are-not-the-same</loc>
		<lastmod>2023-12-05T02:17:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-cpm-below-user-targeting-can-discover-tv-program-value</loc>
		<lastmod>2023-12-05T02:18:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cross-platform-if-its-media-mix-on-a-budget-it-makes-sense</loc>
		<lastmod>2023-12-05T02:20:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/data-is-the-new-creative-whatever-happened-to-people</loc>
		<lastmod>2023-12-05T02:22:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/deflating-the-pumped-up-tv-plan-why-smaller-units-should-show-smaller-audience-numbers</loc>
		<lastmod>2023-12-05T02:24:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/preventing-dis-engagement-isnt-the-obvious-problem-too-many-commercials</loc>
		<lastmod>2023-12-05T02:26:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-house-divided-the-4as-needs-to-recognize-independent-media-agencies-as-a-legitimate-part-of-the-business</loc>
		<lastmod>2023-12-05T02:28:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/you-are-what-you-eat-media-planning-meets-menu-planning-in-the-search-for-the-perfect-campaign</loc>
		<lastmod>2023-12-05T02:30:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/teaching-tap-to-the-elephant-media-planners-have-fewer-options-than-they-think</loc>
		<lastmod>2023-12-05T02:32:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/or-is-it-an-elephant-stretching-our-minds-for-a-new-web-pricing-model</loc>
		<lastmod>2023-12-05T02:33:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sleeping-with-the-enemy-competitive-clutter-is-a-fact-of-life-why-not-try-to-use-it</loc>
		<lastmod>2023-12-05T02:36:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/want-engagement-make-a-more-engaging-ad</loc>
		<lastmod>2023-12-05T02:37:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-sainthood-of-engagement-when-belief-trumps-reason-can-it-still-be-research</loc>
		<lastmod>2023-12-05T02:39:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/engagement-explainedthe-confusion-is-engagement-is-many-different-things</loc>
		<lastmod>2023-12-05T02:41:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-promise-of-fusion-database-fusion-gives-us-a-better-way-to-target-television</loc>
		<lastmod>2023-12-05T02:44:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/floating-high-and-empty-do-our-words-say-more-than-we-mean</loc>
		<lastmod>2023-12-05T02:46:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-fog-of-battle-a-general-inquiry-into-the-value-of-targeting-in-tv</loc>
		<lastmod>2023-12-05T02:47:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/two-plus-two-is-four</loc>
		<lastmod>2023-12-05T02:49:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-frequency-of-three-how-a-marketing-researcher-at-general-electric-named-herb-krugman-gave-the-tv-networks-something-better-than-money-the-gospel-of-effective-frequency</loc>
		<lastmod>2023-12-05T02:52:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/back-to-the-future-or-frequencys-second-chance</loc>
		<lastmod>2023-12-05T02:53:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/lets-try-to-use-the-f-word-data-fusion-is-our-spooky-best-hope-for-better-media-planning</loc>
		<lastmod>2023-12-05T02:55:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/gentlemen-take-off-your-hats-in-the-range-war-between-advertising-and-the-public-interest-sampling-error-rides-again</loc>
		<lastmod>2023-12-05T23:17:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/george-rents-a-suit-more-advertising-tales-from-the-1960s</loc>
		<lastmod>2023-12-05T23:18:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-arf-diversity-report</loc>
		<lastmod>2023-12-05T23:21:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/godzilla-goes-cross-platform-hey-whatever-happened-to-integrated-marketing</loc>
		<lastmod>2023-12-05T23:24:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/godzilla-goes-to-market-is-cross-platform-selling-the-future-of-media</loc>
		<lastmod>2023-12-05T23:26:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-800-pound-gorilla-the-aborted-attempt-to-get-magazines-a-more-conservative-measure-of-readership</loc>
		<lastmod>2023-12-05T23:28:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/guerilla-media-media-strategy-is-not-solitaire-it-is-a-battle-plan-for-the-life-of-a-brand</loc>
		<lastmod>2023-12-05T23:30:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/hard-rock-notes-from-the-4as-media-conference-orlando-florida</loc>
		<lastmod>2023-12-05T23:32:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-kvetchers-the-spot-tv-sweeps-problem-can-be-solved-but-only-by-changing-the-way-agencies-buy-spot</loc>
		<lastmod>2023-12-05T23:33:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/learned-any-ads-lately-surprise-people-dont-learn-advertising-its-their-needs-not-repetition-that-gets-consumers-to-respond</loc>
		<lastmod>2023-12-05T23:36:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-longer-the-list-the-better-the-plan-a-print-plan-is-only-as-good-as-its-flow-chart</loc>
		<lastmod>2023-12-05T23:38:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/listen-while-you-work-higher-income-shoppers-hear-more-radio</loc>
		<lastmod>2023-12-05T23:39:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/clothes-may-make-the-mad-men-but-we-still-called-them-suits</loc>
		<lastmod>2023-12-05T23:41:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/whats-wrong-with-magazine-research-we-should-look-at-priorities-that-make-us-push-for-bad-data-as-long-as-theres-lots-of-it-and-price-is-right</loc>
		<lastmod>2023-12-05T23:43:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-calculation-stands-more-advertising-tales-from-the-1960s-2</loc>
		<lastmod>2023-12-05T23:46:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-malpractice-why-our-traditional-approach-to-measuring-media-no-longer-tells-advertisers-what-they-need-to-know</loc>
		<lastmod>2023-12-05T23:48:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/and-the-last-shall-be-first-in-audience-measurement-outdoor-appears-to-be-leading-the-way</loc>
		<lastmod>2023-12-05T23:50:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-mix-needs-to-think-smaller-there-are-only-three-national-media-in-the-us-today</loc>
		<lastmod>2023-12-05T23:52:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/i-love-a-media-mystery-what-does-integrated-channel-planning-mean-and-why-should-we-do-it</loc>
		<lastmod>2023-12-05T23:54:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-planning-as-a-conspiracy-its-difficult-to-explain-why-we-spend-as-we-do</loc>
		<lastmod>2023-12-05T23:56:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-memo-from-the-mountain-pg-and-unilever-agree-theres-less-tv-in-their-futures</loc>
		<lastmod>2023-12-05T23:57:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/delivering-the-message-how-consumer-involvement-flows-from-magazine-content-to-advertising</loc>
		<lastmod>2023-12-05T23:59:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/made-up-metrics-expert-systems-give-prejudice-and-wishful-thinking-the-respectability-of-numbers</loc>
		<lastmod>2023-12-06T00:01:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-open-mind-why-neuroscience-may-not-save-advertising</loc>
		<lastmod>2023-12-06T00:02:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-minute-that-took-most-of-a-year-tv-argues-over-a-grown-up-approach-to-buying</loc>
		<lastmod>2023-12-06T00:04:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-mix-the-new-media-planning-is-about-picking-combinations-of-media</loc>
		<lastmod>2023-12-06T00:06:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mri-and-media-mix-weakness-of-the-critical-television-data-in-the-mri-single-source-database-limits-its-value-for-media-mix-optimization</loc>
		<lastmod>2023-12-06T00:08:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-ghost-of-network-past-tv-fragmentation-doesnt-mean-tighter-targeting</loc>
		<lastmod>2023-12-06T00:10:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/do-ads-increase-audience-when-we-finally-measure-people-seeing-ads-standout-creative-will-lower-cpms</loc>
		<lastmod>2023-12-06T00:11:34+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-toll-road-called-nielsen-the-high-cost-of-data-makes-us-each-a-little-dumber</loc>
		<lastmod>2023-12-06T00:13:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-ivory-billed-nit-picker-better-sight-a-media-researcher-before-they-go-extinct</loc>
		<lastmod>2023-12-06T00:14:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/house-odds-until-advertisers-know-the-real-price-of-tv-theyll-continue-to-pay-too-much</loc>
		<lastmod>2023-12-06T00:16:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/bringing-online-on-line-the-mainstreaming-of-the-internet-is-inevitable-but-it-will-not-happen-easily</loc>
		<lastmod>2023-12-06T00:19:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-curse-of-supermidas-new-approach-could-unleash-a-whirlwind-of-changes</loc>
		<lastmod>2023-12-06T00:20:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-organizing-principle-media-planning-doesnt-seem-to-have-any</loc>
		<lastmod>2023-12-06T00:22:27+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sauce-for-the-outdoor-goose-sure-outdoor-needs-smaller-numbers-but-tv-print-and-radio-need-them-too</loc>
		<lastmod>2023-12-06T00:24:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arbitrons-star-trek-adventure-building-an-outdoor-ratings-service-is-the-research-equivalent-of-putting-a-man-in-space</loc>
		<lastmod>2023-12-06T00:25:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/an-outdoor-ratings-manifesto-traditional-sample-based-research-wont-solve-outdoors-ratings-problem</loc>
		<lastmod>2023-12-06T00:27:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/wont-you-come-into-my-parlor-agency-membership-in-ana-seems-to-go-against-the-times</loc>
		<lastmod>2023-12-06T00:29:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-missing-partner-how-logic-thwarted-common-sense-in-the-search-for-media-accountability</loc>
		<lastmod>2023-12-06T00:31:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/let-them-eat-peoplemeters-common-sense-not-costlier-research-will-save-local-tv-measurement</loc>
		<lastmod>2023-12-06T02:18:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/youll-eat-pie-in-the-sky-bye-n-bye-if-advertising-doesnt-pay-why-do-smart-managers-advertise</loc>
		<lastmod>2023-12-06T02:20:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-paradox-of-product-placement-if-you-notice-its-bad-but-if-you-dont-its-worthless</loc>
		<lastmod>2023-12-06T02:22:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-account-planning-agency-important-enough-to-have-its-name-on-the-door</loc>
		<lastmod>2023-12-06T02:25:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/talking-paper-the-scientific-principles-of-media-planning-are-few-but-awesome</loc>
		<lastmod>2023-12-06T02:27:27+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-handicappers-dream-using-ppm-patterns-to-help-buy-radio-diary-markets-is-a-license-to-steal</loc>
		<lastmod>2023-12-06T02:29:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-day-the-prices-fell-norman-king-stuck-it-to-the-full-service-agency-and-changed-the-media-business-forever</loc>
		<lastmod>2023-12-06T02:31:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/response-not-readership-is-prints-problem-the-failure-of-print-planning</loc>
		<lastmod>2023-12-06T02:32:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-puzzling-passivity-of-print-the-pitch-is-buy-hearst-not-conde-nast-it-isnt-buy-print-not-television</loc>
		<lastmod>2023-12-06T02:34:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/adding-prozac-to-the-media-mix-advertising-news-has-become-a-continuous-nail-biting-industry-blog</loc>
		<lastmod>2023-12-06T02:36:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-new-ratings-model-for-better-tv-data-add-to-nielsen-dont-try-to-replace-them</loc>
		<lastmod>2023-12-06T02:37:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-triple-whammy-whos-afraid-of-the-small-bad-ratings</loc>
		<lastmod>2023-12-06T02:39:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/reach-trumps-frequency-how-radio-can-build-business-in-a-ppm-world</loc>
		<lastmod>2023-12-06T02:41:27+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-reality-show-of-research-ethnography-gets-answers-without-asking</loc>
		<lastmod>2023-12-06T02:43:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/recency-planning-its-not-about-reach-or-frequency-its-about-how-ads-work-in-mature-consumer-markets</loc>
		<lastmod>2023-12-06T02:44:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sitting-on-the-shelf</loc>
		<lastmod>2023-12-06T02:46:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/recounting-radio-what-do-the-new-ppm-numbers-mean</loc>
		<lastmod>2023-12-06T02:48:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/research-and-the-religious-right-nothing-seems-as-foolish-as-a-fundamentalist-who-has-lost-his-fundamentals</loc>
		<lastmod>2023-12-06T02:51:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/lizard-brain-learning-attentiveness-seems-to-have-grown-another-head</loc>
		<lastmod>2023-12-06T02:53:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/teaching-tap-to-the-elephant-media-planners-have-fewer-scheduling-options-than-they-think</loc>
		<lastmod>2023-12-06T02:56:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-natives-seem-restless-the-magazine-measurement-problem-is-the-measurement</loc>
		<lastmod>2023-12-06T02:58:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/whatever-happened-to-robobuyer</loc>
		<lastmod>2023-12-06T03:00:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-royal-buzz-was-angry-tv-prices-too-high-think-les-miz</loc>
		<lastmod>2023-12-06T03:02:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-patron-saint-of-media-the-medium-carries-the-message-and-the-message-is-god</loc>
		<lastmod>2023-12-06T03:03:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-scheduling-and-carry-over-effects-is-adstock-a-useful-tv-planning-tool</loc>
		<lastmod>2023-12-06T03:06:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sheep-to-be-shorn-do-marketers-respect-the-people-they-sell-to</loc>
		<lastmod>2023-12-06T03:09:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/it-cant-be-that-simple-or-have-we-over-complicated-our-measurement-systems</loc>
		<lastmod>2023-12-06T03:12:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-song-of-the-siren-its-wise-to-consider-whats-seaworthy-before-we-abandon-ship</loc>
		<lastmod>2023-12-06T03:14:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-sophomore-slump-optimizers-rattle-cages-but-havent-opened-doors</loc>
		<lastmod>2023-12-06T03:16:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-so-so-sophists-not-since-aristotle-has-so-much-greek-been-spoken</loc>
		<lastmod>2023-12-06T03:19:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-shelf-space-model-of-advertising-advertising-needs-to-be-present-because-not-being-there-with-a-message-is-like-being-off-the-shelf</loc>
		<lastmod>2023-12-06T03:21:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sunset-boulevard-tv-isnt-show-business-its-an-overloaded-message-delivery-system</loc>
		<lastmod>2023-12-06T03:22:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sunset-boulevard-tv-isnt-show-business-its-an-overloaded-message-delivery-system-and-curiously-programs-may-be-part-of-the-problem</loc>
		<lastmod>2023-12-06T03:24:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sunset-boulevard-tv-isnt-show-business-its-a-message-delivery-system</loc>
		<lastmod>2023-12-06T03:26:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/tacos-or-diamonds-sponsorship-sells-because-celebrity-is-surer-than-sales</loc>
		<lastmod>2023-12-06T03:29:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/grabbing-media-by-the-tail-yesterdays-research-is-failing-todays-advertising</loc>
		<lastmod>2023-12-06T03:30:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-egoists-why-dont-media-respect-advertising</loc>
		<lastmod>2023-12-06T03:32:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-law-is-an-ass-but-flowers-might-help</loc>
		<lastmod>2023-12-06T03:34:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/fear-and-tremblingtivo-has-no-poetry-its-a-dismal-way-to-die</loc>
		<lastmod>2023-12-06T03:35:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/trust-is-a-five-letter-word-in-spite-of-relationship-management-marketers-havent-earned-trust</loc>
		<lastmod>2023-12-06T03:37:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/turbo-television-interactive-tv-has-been-just-two-years-away-for-more-than-a-decade</loc>
		<lastmod>2023-12-06T03:39:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-uninvited-commercial-avoidance-and-the-media</loc>
		<lastmod>2023-12-06T03:41:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-television-got-the-upfront-that-buyer-supported-system-that-favors-sellers-and-puzzles-advertisers</loc>
		<lastmod>2023-12-06T03:43:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-fifth-season-the-fascinating-history-of-the-upfront</loc>
		<lastmod>2023-12-06T03:45:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-up-up-upfront-this-year-the-upfront-will-probably-cost-advertisers-an-extra-250-million</loc>
		<lastmod>2023-12-06T03:46:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/why-isnt-tv-moreupfront-open-markets-are-a-more-sensible-way-to-buy-and-sell</loc>
		<lastmod>2023-12-06T03:49:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-paradox-of-the-aggregate-why-this-upfront-was-a-shock-to-buyers-and-a-gift-to-sellers</loc>
		<lastmod>2023-12-06T03:51:11+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/as-viagra-is-to-sex-will-strategic-planning-bring-agencies-back-into-marketing</loc>
		<lastmod>2023-12-06T03:53:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/why-we-cant-afford-to-measure-viewers-the-growing-case-for-vpvh-modeling</loc>
		<lastmod>2023-12-06T03:55:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-great-wall-of-media-in-planning-there-is-television-and-then-there-is-nothing</loc>
		<lastmod>2023-12-06T03:57:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/who-watches-the-watchers-nielsens-new-commercial-minute-ratings-dont</loc>
		<lastmod>2023-12-06T03:58:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-webs-unseemly-flight-to-branding-how-a-genuine-response-medium-fled-response-instead-of-learning-to-use-it</loc>
		<lastmod>2023-12-06T04:00:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-is-recency-its-an-idea-that-says-media-plannings-job-is-to-intercept-the-next-purchase-with-a-brand-message</loc>
		<lastmod>2023-12-06T04:03:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-prize-without-honor-is-buying-better-than-the-competition-as-good-as-buying-well</loc>
		<lastmod>2023-12-06T04:05:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/floating-high-and-empty-do-our-words-say-more-than-we-mean-2</loc>
		<lastmod>2023-12-06T04:07:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/are-high-rated-shows-worth-the-money-it-depends-on-how-much-money-you-have</loc>
		<lastmod>2023-12-06T04:09:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/wyatt-earp-would-have-holstered-his-nielsen</loc>
		<lastmod>2023-12-06T04:10:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/use-ai-to-automate-these-aspects-of-market-research</loc>
		<lastmod>2023-12-07T20:55:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/done-right-vulnerability-appeals-do-drive-purchase-intent</loc>
		<lastmod>2023-12-07T21:13:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ageism-inclusivity-in-advertising</loc>
		<lastmod>2023-12-08T01:47:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/multiple-attention-measures</loc>
		<lastmod>2023-12-08T02:13:04+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/10/Screenshot-2023-10-20-at-11.00.24-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/better-measurement-of-media-use-audience-behavior-ad-exposure-and-attribution-and-research-survey-panel-quality</loc>
		<lastmod>2023-12-14T21:02:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/better-attention-measurement-attention-vs-impressions</loc>
		<lastmod>2023-12-14T21:10:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-use-audience-behavior</loc>
		<lastmod>2023-12-14T21:24:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ais-impact-on-marketing</loc>
		<lastmod>2023-12-14T21:53:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/optimizing-marketing-strategies-2</loc>
		<lastmod>2023-12-14T21:54:32+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-and-ad-impact-the-evolution-of-attention-metrics</loc>
		<lastmod>2023-12-14T22:01:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-media-universe</loc>
		<lastmod>2024-01-04T03:00:07+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/01/Screenshot-2024-01-03-at-12.25.08-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/identity-resolution-strategies</loc>
		<lastmod>2024-01-04T03:00:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/diversity-crm-esg-in-advertising-and-polarization-backlash</loc>
		<lastmod>2024-01-05T19:38:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/2024-issues-trends-and-predictions</loc>
		<lastmod>2024-01-05T19:40:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/privacy</loc>
		<lastmod>2024-01-05T19:40:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/advertising-challenges</loc>
		<lastmod>2024-01-05T19:47:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-peek-behind-the-curtain-at-how-ai-judged-the-david-ogilvy-awards</loc>
		<lastmod>2024-01-12T21:12:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-best-to-advertise-during-a-recession</loc>
		<lastmod>2024-01-13T00:26:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-2023-managing-risk-how-businesses-can-get-better-visibility-into-the-near-and-long-term-future</loc>
		<lastmod>2024-01-13T00:47:16+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-state-of-cross-platform-metrics-an-advertisers-perspective</loc>
		<lastmod>2024-01-13T00:56:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-influencer-kpi-patterns-differ-across-social-media-platforms</loc>
		<lastmod>2024-01-13T00:58:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/heres-what-we-know-about-retailing-in-times-of-inflation</loc>
		<lastmod>2024-01-13T01:15:11+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/gaming-growth</loc>
		<lastmod>2024-01-18T23:41:54+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/01/Screenshot-2024-01-18-at-9.45.33-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/podcasts-measurement</loc>
		<lastmod>2024-01-18T23:41:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-importance-of-employee-treatment</loc>
		<lastmod>2024-01-18T23:41:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-predictions</loc>
		<lastmod>2024-01-18T23:42:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/new-insights-on-attitudes-about-privacy</loc>
		<lastmod>2024-01-19T00:47:04+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/01/PRIVACY-STUDY_COVER-SMALL.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-our-industry-fared-during-the-great-resignation</loc>
		<lastmod>2024-01-22T20:50:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-state-of-insights-and-data-analytics-disciplines-today-event-summary</loc>
		<lastmod>2024-01-22T20:54:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/2023-media-research-insights-and-2024-priorities</loc>
		<lastmod>2024-01-25T02:09:34+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/industry-in-progress</loc>
		<lastmod>2024-01-25T02:10:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/2023-review-and-outlook</loc>
		<lastmod>2024-01-25T02:11:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cultural-authenticity-in-programming-advertising</loc>
		<lastmod>2024-01-25T02:12:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/content-distribution-analytics-new-complexities-and-opportunities</loc>
		<lastmod>2024-01-25T02:13:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/taking-stock-of-online-offline-metrics</loc>
		<lastmod>2024-01-25T21:54:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/2023-media-research-insights-and-2024-priorities-2</loc>
		<lastmod>2024-01-25T23:34:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-handbook-for-using-ai-in-research</loc>
		<lastmod>2024-01-30T19:19:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/gender-in-advertising-2023-report</loc>
		<lastmod>2024-01-31T01:05:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/waste-not-want-not-the-billion-dollar-opportunity-cost-of-low-quality-creative</loc>
		<lastmod>2024-01-31T01:06:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-are-the-elements-of-a-successful-brand-purpose-campaign-2</loc>
		<lastmod>2024-01-31T02:46:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/striking-a-balance-privacy-personalization-profit</loc>
		<lastmod>2024-02-02T00:46:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/using-ai-in-advertising-research</loc>
		<lastmod>2024-02-02T00:50:23+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/02/HANDBOOK-FOR-USING-AI_COVER_SMALL.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-viewers-are-changing</loc>
		<lastmod>2024-02-02T00:52:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/dei-in-2024</loc>
		<lastmod>2024-02-02T00:57:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/three-little-words</loc>
		<lastmod>2024-02-02T01:00:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/using-generative-ai-to-improve-search-engine-advertising-sea</loc>
		<lastmod>2024-02-09T19:18:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/future-proofing-the-analytics-and-insights-function-2</loc>
		<lastmod>2024-02-14T23:03:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/inside-the-journal-of-advertising-research-sonic-branding-asmr-engagement-and-who-wins-in-activist-messaging</loc>
		<lastmod>2024-02-15T02:51:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/super-bowl-ads-revisited</loc>
		<lastmod>2024-02-15T03:31:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-facilitates-product-placements</loc>
		<lastmod>2024-02-15T03:31:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/questions-cmos-should-ask-researchers</loc>
		<lastmod>2024-02-15T03:31:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/sonic-branding-is-back</loc>
		<lastmod>2024-02-15T03:31:41+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/02/NYCU-SONIC-Febr-2024.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/political-opinions-drive-media-perceptions</loc>
		<lastmod>2024-02-15T03:32:06+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/02/Screenshot-2024-02-14-at-12.25.30-PM.png</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/02/Screenshot-2024-02-14-at-12.25.44-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-lift-roi-measurement-products-exist-today-2</loc>
		<lastmod>2024-02-22T01:14:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-lift-roi-measurement-products-exist-today</loc>
		<lastmod>2024-02-22T01:20:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-brand-managers-can-maximize-engagement-with-asmr-youtube-content-influencers-who-give-you-the-tingles-via-autonomous-sensory-meridian-response-cues</loc>
		<lastmod>2024-02-22T01:25:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/purpose-advertising-and-the-credibility-gap-how-consumers-respond-to-established-versus-emergent-brand-activist-messaging</loc>
		<lastmod>2024-02-22T01:25:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/musical-manipulation-of-visual-scenes-in-video-film-and-tv-advertisements-a-large-scale-investigation-into-the-implicit-effects-of-sonic-branding</loc>
		<lastmod>2024-02-22T01:25:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/neuro-can-improve-sustainability-messaging</loc>
		<lastmod>2024-02-29T20:08:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/segmentation-perils</loc>
		<lastmod>2024-02-29T20:08:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/too-much-attention</loc>
		<lastmod>2024-02-29T20:16:29+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/02/ARF-Media-model.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brands-and-the-polygamous-consumer</loc>
		<lastmod>2024-03-01T19:02:16+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/03/second-image-nycu.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-peek-under-the-hood-of-ai-in-creative-development-research-3</loc>
		<lastmod>2024-03-14T23:28:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/making-prosocial-cause-related-ads-more-effective</loc>
		<lastmod>2024-03-15T17:59:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/is-gen-alpha-a-generation</loc>
		<lastmod>2024-03-15T18:04:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/insights-from-arf-councils</loc>
		<lastmod>2024-03-15T21:58:54+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/03/COUNCIL_GUIDE-TO-DIVERSE_COVER-sm-CR-1.jpg</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/03/ONLINE-OFFLINE-COVER-CR-1.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/top-topics-at-axs-2024</loc>
		<lastmod>2024-03-15T21:59:28+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/03/AxS-Topics-2024-for-NYCU-March-15-CR-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-ai-will-make-us-smarter</loc>
		<lastmod>2024-03-15T22:47:03+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/03/Screenshot-2024-03-14-at-1.15.57-PM-1.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-knowledge-at-hand-the-benefits-of-understanding-consumers-values</loc>
		<lastmod>2024-03-18T20:02:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cmo-brief-the-benefits-of-understanding-consumers-values</loc>
		<lastmod>2024-03-18T20:09:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/making-the-right-impression-2</loc>
		<lastmod>2024-03-19T00:58:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/making-the-right-impression</loc>
		<lastmod>2024-03-19T00:58:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-unveiled-the-future-of-advertising</loc>
		<lastmod>2024-03-19T21:18:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-unveiled-the-future-of-advertising-2</loc>
		<lastmod>2024-03-19T21:18:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-young-pros-meet-up</loc>
		<lastmod>2024-03-19T21:22:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/future-proofing-brands-an-introduction-to-foresight-2</loc>
		<lastmod>2024-03-19T21:27:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/future-proofing-brands-an-introduction-to-foresight</loc>
		<lastmod>2024-03-19T21:27:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/courageous-career-moments-overcome-fears-and-bet-on-yourself-3</loc>
		<lastmod>2024-03-19T23:25:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/courageous-career-moments-overcome-fears-and-bet-on-yourself-2</loc>
		<lastmod>2024-03-19T23:25:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/courageous-career-moments-overcome-fears-and-bet-on-yourself</loc>
		<lastmod>2024-03-19T23:26:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/dei-backlash</loc>
		<lastmod>2024-03-19T23:27:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/different-environmental-advertising-appeals-resonate-with-young-men-vs-women</loc>
		<lastmod>2024-03-21T17:58:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/data-pooling-could-reinvigorate-online-display-ads</loc>
		<lastmod>2024-03-21T18:02:18+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/established-activist-brands-have-a-competitive-edge</loc>
		<lastmod>2024-03-21T18:02:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/highly-creative-advertising-can-backfire-for-popular-brands</loc>
		<lastmod>2024-03-21T18:03:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/navigating-the-evolving-media-landscape</loc>
		<lastmod>2024-03-21T18:06:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/drug-injury-advertising-can-lead-to-adverse-outcomes-for-patients</loc>
		<lastmod>2024-03-21T18:26:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/contribution-of-media-vs-creative-vs-brand-2</loc>
		<lastmod>2024-03-25T22:54:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/contribution-of-media-vs-creative-vs-brand</loc>
		<lastmod>2024-03-25T22:56:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unpacking-the-blockchain-2</loc>
		<lastmod>2024-03-25T23:00:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/wom-does-media-matter</loc>
		<lastmod>2024-03-25T23:09:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-7-costly-sins-of-brand-identity</loc>
		<lastmod>2024-03-25T23:10:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-biometrics-can-capture-attention-to-tv-ads</loc>
		<lastmod>2024-03-25T23:46:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-ad-creative-can-benefits-from-context-effects</loc>
		<lastmod>2024-03-25T23:47:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/when-brands-go-dark-extending-the-evidence-2</loc>
		<lastmod>2024-03-25T23:47:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/using-biometrics-to-reveal-how-and-why-ads-work</loc>
		<lastmod>2024-03-25T23:47:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/biometrics-reveal-how-and-why-ads-work</loc>
		<lastmod>2024-03-25T23:48:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/australias-largest-crossplatform-study-the-power-of-news</loc>
		<lastmod>2024-03-25T23:48:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/building-brands-heavy-buyers-or-nonbuyers-the-debate-goes-on-2</loc>
		<lastmod>2024-03-25T23:48:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-seven-sins-of-brand-identity-and-how-to-avoid-temptation</loc>
		<lastmod>2024-03-25T23:49:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/best-measures-of-attention</loc>
		<lastmod>2024-03-25T23:49:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/hows-your-judgement</loc>
		<lastmod>2024-03-25T23:49:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unlocking-great-creative-in-china</loc>
		<lastmod>2024-03-25T23:49:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-a-shorter-ad-can-and-cant-do-3</loc>
		<lastmod>2024-03-25T23:50:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-a-shorter-ad-can-and-cant-do</loc>
		<lastmod>2024-03-25T23:50:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/assessing-the-potential-of-addressable-linear-tv-advertising-2</loc>
		<lastmod>2024-03-26T21:00:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/concurrent-track-panel-discussions-innovation-in-video-measurement</loc>
		<lastmod>2024-03-26T21:00:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/acr-data-uncovers-the-inefficiencies-of-linear-tv-ad-delivery-2</loc>
		<lastmod>2024-03-26T21:00:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-shopper-connected-television-engaging-consumers-with-enhanced-ad-formats</loc>
		<lastmod>2024-03-26T21:00:46+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/todays-shopping-landscape-strategies-for-the-changing-consumer-journey</loc>
		<lastmod>2024-03-26T21:00:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/acr-data-uncovers-the-inefficiencies-of-linear-tv-ad-delivery</loc>
		<lastmod>2024-03-26T21:01:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/optimizing-total-tv-strategies-for-the-new-media-landscape</loc>
		<lastmod>2024-03-26T21:01:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ctv-the-big-shift</loc>
		<lastmod>2024-03-26T21:01:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-our-industry-fared-during-the-great-resignation-2</loc>
		<lastmod>2024-03-28T00:30:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-great-resignation-in-the-advertising-market-research-industries-is-it-over-steve-millman</loc>
		<lastmod>2024-03-28T00:30:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-great-resignation-in-the-advertising-research-industries-part-2-is-it-over</loc>
		<lastmod>2024-03-28T00:31:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/young-pros-nyc-10-commandments-of-data-visualization</loc>
		<lastmod>2024-03-28T00:31:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-new-way-to-measure-internet-use-in-switzerland-2</loc>
		<lastmod>2024-03-28T00:32:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-new-way-to-measure-internet-use-in-switzerland</loc>
		<lastmod>2024-03-28T00:32:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/certification-in-neuroscience-and-the-creative-journey</loc>
		<lastmod>2024-03-28T00:33:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/applying-out-of-lab-biometric-measurement-to-understand-and-enhance-tv-content-and-promotions</loc>
		<lastmod>2024-03-28T00:34:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/panel-discussion-attention-metrics</loc>
		<lastmod>2024-03-28T00:34:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/why-we-should-be-looking-closer-at-gsr-as-a-measure-of-impression-quality</loc>
		<lastmod>2024-03-28T00:34:32+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/warning-flawed-data-may-be-sabotaging-your-targeting-efforts</loc>
		<lastmod>2024-03-28T00:45:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/marketing-performance-measurement-where-are-we-now-2</loc>
		<lastmod>2024-03-29T21:03:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/identity-resolution-solution-how-close-are-we</loc>
		<lastmod>2024-03-29T21:03:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/taking-advertising-roi-to-the-next-level-a-meta-analysis</loc>
		<lastmod>2024-03-29T21:03:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-al-ml-are-being-used-now</loc>
		<lastmod>2024-03-29T21:04:01+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-i-mastered-the-anatomy-of-marketing-analytics-and-became-a-better-marketer-2</loc>
		<lastmod>2024-03-29T21:04:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/wia-the-new-researcher-panel-discussion</loc>
		<lastmod>2024-03-29T21:04:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/accuracy-in-multicultural-audience-segments</loc>
		<lastmod>2024-03-29T21:04:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mta-marketers-talk-attribution-panel-1</loc>
		<lastmod>2024-03-29T21:04:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mta-marketers-talk-attribution-panel-2</loc>
		<lastmod>2024-03-29T21:04:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/crossplatform-measurement-council-panel-discussion-2</loc>
		<lastmod>2024-03-29T21:04:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/crossplatform-measurement-council-panel-discussion-1</loc>
		<lastmod>2024-03-29T21:04:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/radio-drives-search</loc>
		<lastmod>2024-03-29T21:05:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-are-ai-ml-definitions-and-dimension</loc>
		<lastmod>2024-03-29T21:05:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/toward-a-more-complete-measure-of-television-value-and-roi-new-cre-study</loc>
		<lastmod>2024-03-29T21:05:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/new-metrics-for-audience-measurement</loc>
		<lastmod>2024-03-29T21:05:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-art-and-science-of-marketing-mix-models</loc>
		<lastmod>2024-03-29T21:05:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/marketing-mix-modeling-challenges-and-opportunities</loc>
		<lastmod>2024-03-29T21:05:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/yes-advertising-works-now-whats-my-roas-across-media-platforms</loc>
		<lastmod>2024-03-29T21:05:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-agents-to-represent-us-not-replace-us</loc>
		<lastmod>2024-03-30T00:37:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/keynote-ai-agents-to-represent-us-not-replace-us</loc>
		<lastmod>2024-03-30T00:38:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-at-colgate-deepening-our-connection-with-consumers</loc>
		<lastmod>2024-03-30T00:39:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/delivering-breakthrough-ad-creative-when-multiple-brands-are-involved</loc>
		<lastmod>2024-03-30T00:39:42+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-power-of-ai-for-effective-advertising-in-an-id-free-world-2</loc>
		<lastmod>2024-03-30T00:40:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ctv-ads-viewer-attention-brand-metrics-2</loc>
		<lastmod>2024-03-30T00:42:52+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/business-outcomes-in-advertising-powered-by-machine-learning-2</loc>
		<lastmod>2024-03-30T00:43:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-attention-measurement-optimizes-marketing-campaigns-for-success-2</loc>
		<lastmod>2024-03-30T00:46:27+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-value-of-attention-is-nuanced-by-the-size-of-the-brand-2</loc>
		<lastmod>2024-03-30T00:47:12+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mapping-the-impact-when-how-and-why-tv-commercials-work-best-2</loc>
		<lastmod>2024-03-30T00:48:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/optimizing-big-data-panel-measurement-through-calibration-2</loc>
		<lastmod>2024-03-30T00:48:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-clean-room-incrementality-experiment-an-indeed-case-study-2</loc>
		<lastmod>2024-03-30T00:49:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-optimizing-reach-in-a-pii-compliant-measurement-ecosystem-2</loc>
		<lastmod>2024-04-03T23:00:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/evidence-based-social-media-advertising-two-field-experiments-2</loc>
		<lastmod>2024-04-03T23:01:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-driven-video-formats-drive-results-for-brands-2</loc>
		<lastmod>2024-04-03T23:02:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/human-experience-why-attention-ai-needs-human-input-2</loc>
		<lastmod>2024-04-03T23:03:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/eeg-illuminates-social-media-attention-outcomes-2</loc>
		<lastmod>2024-04-03T23:04:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-impact-of-co-viewing-on-attention-to-video-advertising-2</loc>
		<lastmod>2024-04-03T23:05:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-co-viewing-and-other-factors-impact-viewer-attention-to-ctv-2</loc>
		<lastmod>2024-04-03T23:06:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-we-watch-examining-the-shifting-trends-in-tv-habits-2</loc>
		<lastmod>2024-04-03T23:07:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/rough-waters-downstream-effects-from-the-transition-to-streaming-via-smart-tvs-2</loc>
		<lastmod>2024-04-03T23:08:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/big-data-helps-solve-for-fragmented-tv-viewing-2</loc>
		<lastmod>2024-04-03T23:08:59+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/adapting-your-measurement-to-shifts-in-consumer-viewing-experiences</loc>
		<lastmod>2024-04-03T23:09:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/switchers-stayers-and-power-users-new-perspectives-from-dash</loc>
		<lastmod>2024-04-03T23:10:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/fact-or-fiction-the-big-measurement-debate</loc>
		<lastmod>2024-04-03T23:12:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/resilience-reaps-rewards-how-advertising-is-reinventing-itself-for-a-new-era</loc>
		<lastmod>2024-04-03T23:14:08+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-rumors-of-the-death-of-broadcast-tv-have-been-greatly-exaggerated</loc>
		<lastmod>2024-04-03T23:15:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unintended-consequences-of-privacy-regulation-data-loss-an-msi-initiative-2</loc>
		<lastmod>2024-04-03T23:16:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/unintended-consequences-of-privacy-regulation-data-loss-an-msi-initiative</loc>
		<lastmod>2024-04-03T23:17:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/intent-and-impact-a-new-measurement-for-dei-2</loc>
		<lastmod>2024-04-03T23:18:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attitudes-towards-inclusivity-in-advertising-a-twelve-country-study-2</loc>
		<lastmod>2024-04-03T23:19:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/viewer-pre-dispositions-to-seeing-an-ad-in-an-unexpected-language-2</loc>
		<lastmod>2024-04-03T23:21:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/tune-in-to-discover-what-is-making-audiences-tune-out-2</loc>
		<lastmod>2024-04-03T23:22:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/neuro-tv-brand-attraction-advantage-over-digital-2</loc>
		<lastmod>2024-04-03T23:23:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/foundations-of-incrementality-2</loc>
		<lastmod>2024-04-03T23:23:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/experimentation-unleashed-driving-transformation-using-cutting-edge-data-2</loc>
		<lastmod>2024-04-03T23:24:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-power-of-radio-through-the-lenses-of-emotional-engagement-2</loc>
		<lastmod>2024-04-03T23:25:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/measuring-attention-and-outcomes-for-audio-advertising-2</loc>
		<lastmod>2024-04-03T23:26:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/aligning-with-rituals-the-contextual-foundation-of-audio-2</loc>
		<lastmod>2024-04-03T23:27:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/seeher-and-horowitz-researchs-gen-z-vibe-check-2</loc>
		<lastmod>2024-04-03T23:29:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/determining-the-value-of-emotional-engagement-to-tv-2</loc>
		<lastmod>2024-04-03T23:30:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/face-verification-as-real-time-solution-for-survey-quality-2</loc>
		<lastmod>2024-04-03T23:30:56+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/emotional-drivers-of-long-term-effectiveness-of-youtube-ads-2</loc>
		<lastmod>2024-04-03T23:31:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/linear-vs-streaming-current-state-of-creative-and-media-2</loc>
		<lastmod>2024-04-03T23:32:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-streaming-release-models-impact-viewing-behaviors-2</loc>
		<lastmod>2024-04-03T23:32:47+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/augmented-reality-unlock-new-technology-to-drive-brand-growth-2</loc>
		<lastmod>2024-04-03T23:34:10+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/know-your-market-grow-your-market</loc>
		<lastmod>2024-04-03T23:35:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/perilous-media-measurement-what-measures-are-key-to-brand-growth</loc>
		<lastmod>2024-04-03T23:36:37+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-value-of-imperfect-polls</loc>
		<lastmod>2024-04-05T19:58:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ad-spend-forecasts</loc>
		<lastmod>2024-04-05T22:12:56+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Group-M-Forecast-1-300x234.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-benefits-of-understanding-consumers-values</loc>
		<lastmod>2024-04-05T22:13:32+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/April-nycu.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-win-an-arf-david-ogilvy-award-best-practices-tips-2024</loc>
		<lastmod>2024-04-16T21:07:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-power-of-ai-for-effective-advertising-in-an-id-free-world</loc>
		<lastmod>2024-04-17T16:45:32+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-attention-measurement-optimizes-marketing-campaigns-for-success</loc>
		<lastmod>2024-04-17T17:07:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/optimizing-big-data-panel-measurement-through-calibration</loc>
		<lastmod>2024-04-17T17:08:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ctv-ads-viewer-attention-brand-metrics</loc>
		<lastmod>2024-04-17T17:10:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-value-of-attention-is-nuanced-by-the-size-of-the-brand</loc>
		<lastmod>2024-04-17T17:11:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-clean-room-incrementality-experiment-an-indeed-case-study</loc>
		<lastmod>2024-04-17T17:13:21+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/business-outcomes-in-advertising-powered-by-machine-learning</loc>
		<lastmod>2024-04-17T17:25:51+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/mapping-the-impact-when-how-and-why-tv-commercials-work-best</loc>
		<lastmod>2024-04-17T17:28:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/forecasting-optimizing-reach-in-a-pii-compliant-measurement-ecosystem</loc>
		<lastmod>2024-04-17T17:29:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/evidence-based-social-media-advertising-two-field-experiments</loc>
		<lastmod>2024-04-17T17:38:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/eeg-illuminates-social-media-attention-outcomes</loc>
		<lastmod>2024-04-17T18:08:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-we-watch-examining-the-shifting-trends-in-tv-habits</loc>
		<lastmod>2024-04-17T18:09:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-driven-video-formats-drive-results-for-brands</loc>
		<lastmod>2024-04-17T18:10:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-impact-of-co-viewing-on-attention-to-video-advertising</loc>
		<lastmod>2024-04-17T18:11:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/rough-waters-downstream-effects-from-the-transition-to-streaming-via-smart-tvs</loc>
		<lastmod>2024-04-17T18:12:39+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/human-experience-why-attention-ai-needs-human-input</loc>
		<lastmod>2024-04-17T18:13:41+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-co-viewing-and-other-factors-impact-viewer-attention-to-ctv</loc>
		<lastmod>2024-04-17T18:14:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/big-data-helps-solve-for-fragmented-tv-viewing</loc>
		<lastmod>2024-04-17T18:15:31+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/intent-and-impact-a-new-measurement-for-dei</loc>
		<lastmod>2024-04-17T18:21:27+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/tune-in-to-discover-what-is-making-audiences-tune-out</loc>
		<lastmod>2024-04-17T18:25:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-power-of-radio-through-the-lenses-of-emotional-engagement</loc>
		<lastmod>2024-04-17T18:26:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attitudes-towards-inclusivity-in-advertising-a-twelve-country-study</loc>
		<lastmod>2024-04-17T18:28:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/neuro-tv-brand-attraction-advantage-over-digital</loc>
		<lastmod>2024-04-17T18:29:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ooh-measurements-game-has-changed</loc>
		<lastmod>2024-04-17T19:30:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/industry-in-progress-unlocking-the-power-of-inclusive-advertising</loc>
		<lastmod>2024-04-17T19:43:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/foundations-of-incrementality</loc>
		<lastmod>2024-04-17T19:44:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/measuring-attention-and-outcomes-for-audio-advertising</loc>
		<lastmod>2024-04-17T22:05:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/viewer-pre-dispositions-to-seeing-an-ad-in-an-unexpected-language</loc>
		<lastmod>2024-04-17T22:06:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/experimentation-unleashed-driving-transformation-using-cutting-edge-data</loc>
		<lastmod>2024-04-17T22:07:24+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/aligning-with-rituals-the-contextual-foundation-of-audio</loc>
		<lastmod>2024-04-17T22:08:16+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/driving-greater-campaign-reach-and-relevancy-across-formats</loc>
		<lastmod>2024-04-17T22:09:17+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/determining-the-value-of-emotional-engagement-to-tv</loc>
		<lastmod>2024-04-17T22:10:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/linear-vs-streaming-current-state-of-creative-and-media</loc>
		<lastmod>2024-04-17T22:10:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/best-practices-for-multilingual-campaigns</loc>
		<lastmod>2024-04-17T22:11:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/face-verification-as-real-time-solution-for-survey-quality</loc>
		<lastmod>2024-04-17T22:12:36+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-streaming-release-models-impact-viewing-behaviors</loc>
		<lastmod>2024-04-17T22:13:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/seeher-and-horowitz-researchs-gen-z-vibe-check</loc>
		<lastmod>2024-04-17T22:14:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/emotional-drivers-of-long-term-effectiveness-of-youtube-ads</loc>
		<lastmod>2024-04-17T22:14:57+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/augmented-reality-unlock-new-technology-to-drive-brand-growth</loc>
		<lastmod>2024-04-17T22:15:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/marketers-top-measurement-concerns</loc>
		<lastmod>2024-04-19T22:40:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-researchers-measurement-concerns</loc>
		<lastmod>2024-04-19T22:42:55+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Rachel-K.-measurement.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/not-all-boycotts-are-equal</loc>
		<lastmod>2024-04-19T22:44:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-at-a-cpg-company</loc>
		<lastmod>2024-04-19T22:48:36+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Colgate-AI.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/research-to-improve-ai</loc>
		<lastmod>2024-04-19T22:53:08+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Rex-Briggs-AI.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-use-machine-learning-to-speed-up-the-product-design-process</loc>
		<lastmod>2024-04-26T23:56:53+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/do-photos-or-illustrations-drive-prosocial-behaviors-in-psas</loc>
		<lastmod>2024-04-29T20:32:44+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/opening-stores-can-be-a-part-of-a-successful-omnichannel-strategy</loc>
		<lastmod>2024-04-29T20:44:02+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/does-having-multicultural-marketing-mean-your-brand-is-inclusive</loc>
		<lastmod>2024-04-29T20:51:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-age-of-acquisition-effect-has-a-small-impact-on-brand-recognition</loc>
		<lastmod>2024-04-29T20:59:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/implications-of-changing-privacy-frameworks-on-measurement-marketing-part-ii</loc>
		<lastmod>2024-04-29T21:01:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/health-charity-and-green-messaging-highlighted-in-jar-prosocial-themed-issue</loc>
		<lastmod>2024-04-29T21:07:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/which-language-should-be-used-in-ads-for-hispanic-consumers</loc>
		<lastmod>2024-05-01T19:56:59+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/NBC-Spanish-1.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-value-of-other-media</loc>
		<lastmod>2024-05-01T19:57:01+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Radio-Pedro-1.jpg</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/OOH-1.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/does-advertising-affect-stock-price</loc>
		<lastmod>2024-05-01T19:57:03+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-increase-influencers-impact</loc>
		<lastmod>2024-05-01T19:57:04+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Influencer-for-NYCU.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/here-are-some-unintended-consequences-of-privacy-regulations</loc>
		<lastmod>2024-05-06T23:28:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/samsung-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2024-05-10T20:17:24+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/cvs-health-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2024-05-10T20:18:46+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/procter-gamble-old-spice-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2024-05-10T20:20:32+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ibm-2023-david-ogilvy-award-winner-case-study</loc>
		<lastmod>2024-05-10T20:22:38+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2023/09/DOA23_CASE-STUDY-BUTTON-002.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/privacy-regulations-paradox</loc>
		<lastmod>2024-05-17T00:47:14+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/05/Goli-Privacy.jpg</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/05/Privacy-MSI.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-members-priority-issues</loc>
		<lastmod>2024-05-17T00:47:15+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/advertising-on-retail-media-networks</loc>
		<lastmod>2024-05-17T00:47:21+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/05/ARF-MSI-Shopper-2024-Retail-Media.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/advertising-effectiveness-performance-measurement-in-the-new-world-of-privacy-and-tools-2</loc>
		<lastmod>2024-05-17T18:34:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/gen-z-sexuality-and-brands</loc>
		<lastmod>2024-05-17T18:40:20+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/05/Screenshot-2024-05-16-at-11.58.23-AM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/values-viewing</loc>
		<lastmod>2024-05-17T18:40:39+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/05/Screenshot-2024-05-16-at-12.02.43-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/a-laymans-guide-to-cross-media-reach-frequency-measurement-using-virtual-ids</loc>
		<lastmod>2024-05-17T18:45:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/2023-how-do-you-stimulate-great-creative-and-measure-it</loc>
		<lastmod>2024-05-17T19:11:16+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/glaad-gaming-the-state-of-lgbtq-inclusion-in-video-games</loc>
		<lastmod>2024-05-17T22:30:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/fanarchy26-how-to-unlock-the-potential-of-the-worlds-most-promising-soccer-market</loc>
		<lastmod>2024-05-17T23:22:43+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-capture-the-growing-u-s-fantasy-and-sports-betting-community</loc>
		<lastmod>2024-05-17T23:26:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/further-developments-on-the-use-of-gsr-as-a-measure-of-impression-quality</loc>
		<lastmod>2024-05-17T23:40:38+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-growth-of-the-womens-sports-community</loc>
		<lastmod>2024-05-17T23:42:23+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/atlas-how-attention-on-vertical-video-ads-triggers-purchase</loc>
		<lastmod>2024-05-17T23:43:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-impact-of-sports-fandom-on-the-ott-market</loc>
		<lastmod>2024-05-17T23:49:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/overview-of-attention-phase-ii-findings</loc>
		<lastmod>2024-05-17T23:49:33+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-power-of-precision-from-attention-insights-to-programmatic-wins</loc>
		<lastmod>2024-05-17T23:51:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/activating-attention</loc>
		<lastmod>2024-05-17T23:58:40+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-measurement-from-theory-to-practice</loc>
		<lastmod>2024-05-18T00:02:54+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-roi-of-womens-sports-a-blueprint-for-value-investing</loc>
		<lastmod>2024-05-18T00:04:05+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/validating-new-attention-measures</loc>
		<lastmod>2024-05-18T00:10:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/role-of-emotions-and-metaphors-in-creating-sticky-brand-impressions</loc>
		<lastmod>2024-05-18T00:12:04+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-fan-project-how-womens-sports-will-lead-the-sports-industry-into-the-future</loc>
		<lastmod>2024-05-18T00:16:20+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/role-of-emotions-and-metaphors-in-creating-sticky-brand-impressions-2</loc>
		<lastmod>2024-05-20T22:06:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/demystifying-data-privacy-understanding-the-cookieless-future</loc>
		<lastmod>2024-05-21T21:20:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/demystifying-data-privacy-understanding-the-cookieless-future-2</loc>
		<lastmod>2024-05-21T23:48:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-balance-consumer-response-to-skimpflation</loc>
		<lastmod>2024-05-30T18:57:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brands-should-do-more-to-protect-their-image-online-study-shows</loc>
		<lastmod>2024-05-31T22:20:30+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ad-fraud-remains-unsolved-problem</loc>
		<lastmod>2024-06-05T20:54:48+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/young-consumers-keep-changing</loc>
		<lastmod>2024-06-05T20:54:48+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/06/Teen-perfume.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/new-insights-from-attention-research</loc>
		<lastmod>2024-06-05T20:54:50+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/has-tv-advertising-lost-its-relevance</loc>
		<lastmod>2024-06-06T18:15:39+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/06/WSJ-Image.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/attention-2024</loc>
		<lastmod>2024-06-20T17:22:32+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-womens-college-basketball-is-reshaping-the-streaming-landscape</loc>
		<lastmod>2024-06-20T19:59:22+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/06/MarketCast-ARF-Graphic_1.jpg</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/06/MarketCast-ARF-Graphic_2.jpg</image:loc>
		</image:image>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/06/MarketCast-ARF-Graphic_3.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/audience-measurement-beyond-borders</loc>
		<lastmod>2024-06-20T19:59:25+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-do-consumers-really-think</loc>
		<lastmod>2024-06-20T19:59:26+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/what-is-an-authentic-brand</loc>
		<lastmod>2024-06-20T19:59:28+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/06/Screenshot-2024-06-12-at-1.36.20-PM.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/improve-your-data-storytelling-part-ii</loc>
		<lastmod>2024-06-25T18:00:35+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/brand-purpose-an-effective-advertising-response-in-a-crisis-2</loc>
		<lastmod>2024-06-25T19:56:22+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ais-impact-on-marketing-jobs</loc>
		<lastmod>2024-06-25T22:06:13+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/04/Jobs-and-AI-NYCU-April.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/more-summer-reading</loc>
		<lastmod>2024-06-25T22:06:19+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/award-for-jar-editor</loc>
		<lastmod>2024-06-25T22:06:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/remembering-bill-cook-and-his-contributions</loc>
		<lastmod>2024-06-25T22:07:16+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/preparing-for-googles-2024-privacy-changes</loc>
		<lastmod>2024-06-27T18:11:09+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/preparing-for-googles-privacy-changes</loc>
		<lastmod>2024-06-28T22:34:45+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/marketing-measurement-in-2024-beyond</loc>
		<lastmod>2024-06-29T00:32:58+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/the-most-important-developments-in-marketing-analytics-2</loc>
		<lastmod>2024-06-29T00:41:55+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/arf-young-pros-meet-up-june-2024</loc>
		<lastmod>2024-07-02T18:39:06+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/re-thinking-the-marketing-funnel</loc>
		<lastmod>2024-07-03T20:42:11+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/consider-arousal-level-when-picking-cover-images-for-pre-roll-video-ads</loc>
		<lastmod>2024-07-03T23:22:07+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/next-generation-artificial-intelligence</loc>
		<lastmod>2024-07-03T23:29:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/which-gen-z-mobile-users-should-retailers-retarget</loc>
		<lastmod>2024-07-03T23:34:00+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ai-dos-and-donts</loc>
		<lastmod>2024-07-15T19:43:33+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/07/the-arf_circle-logo-ampamp-ai-logo.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/ad-spend-trends</loc>
		<lastmod>2024-07-15T19:47:09+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/07/Gudeline-chart.jpg</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/how-to-improve-ad-experiences-on-streaming-services</loc>
		<lastmod>2024-07-15T19:58:49+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/drivers-of-tech-brand-love</loc>
		<lastmod>2024-07-15T19:59:56+00:00</lastmod>
		<image:image>
			<image:loc>https://thearf.org/wp-content/uploads/2024/07/Brand-Love.png</image:loc>
		</image:image>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/measuring-effectiveness-roi-for-the-short-and-long-term</loc>
		<lastmod>2024-07-16T22:47:29+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/in-the-age-of-the-modeled-sample-can-we-still-trust-polling-2</loc>
		<lastmod>2024-07-17T23:12:13+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/media-measurement-and-experimentation-in-an-ai-integrated-world</loc>
		<lastmod>2024-07-18T00:08:28+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/estimating-the-long-term-impact-of-major-events-evidence-from-covid-19</loc>
		<lastmod>2024-07-25T19:28:14+00:00</lastmod>
	</url>
	<url>
		<loc>https://thearf.org/category/ua_resource/squaring-success-minimal-error-in-forecasting-in-an-era-of-quick-turn-requests</loc>
		<lastmod>2024-07-25T19:28:32+00:00</lastmod>
	</url>
</urlset>
<!-- XML Sitemap generated by Yoast SEO -->