ARF Conference Explores Metrics For Creative — And Children

We talk a lot about data in media measurement these days, but often in the context of improving  current measurement. The recent Advertising Research Foundation (ARF) Audience Measurement 2016 conference, held last week, explored how the industry has begun to expand the range of measurable actions and audiences through the use of data as well as through advancements like neuroscience. Taking on the IssuesThere are many challenges in the market. “Ad blocking and fraud are big issues,” explained ARF CEO and President Gayle Fuguitt. Other issues include the sequencing of ad messages across platforms. What is the optimal order? “Context is vital, as timing a message to the consumer at the right time in the right place is everything,” she stated. And how do we take big data and translate…


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