The annual ARF Measurement Conference is an event at which researchers from across the media spectrum can gather, present and exchange their groundbreaking insights. Every year one can readily walk away with a fuller understanding of the ongoing challenges our industry faces and some actionable insights to help overcome them. And yet, this year was a little different because in addition to much talk about data the hot topics included the measuring of the creative, the sequencing of ad messages across platforms and the application of neuroscience standards.
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