This June 12-13, 2018, at the Hyatt Regency Jersey City, the ARF will host the most important media conference of the year. AUDIENCExSCIENCE will address the most critical measurement issues today, including:
Are media currencies keeping up with changing consumer behavior? Are we measuring all platforms and devices comparably? Which media and ad viewing occasions still elude measurement? Are we any closer to a unified cross-platform currency?
How robust are the methods for de-duplicating across all platforms? How much of targeted TV advertising is really addressable, and how much is just an incremental improvement on traditional demographic targeting?
Have we taken targeting too far? How much should marketers worry about collateral damage to brand equity and/or consumer trust from advanced targeting approaches? In the wake of data breaches and scandals, is tougher regulation coming to the data-driven world of targeted advertising?
Ad Impact & ROI
Does the fragmentation of media and the complexity of measuring ad delivery improve or diminish our ability to measure ROI? Are legacy media catching up to digital media in their ability to demonstrate ROI? What kinds of ROI proof points are most persuasive to CEOs?
Attribution. How much progress are we making in integrating data for high-level market mix models with granular data for attribution models?