ARF Insights is a series of blog posts from key Advertising Research Foundation thought-leaders and subject matter experts. Topics include media, metrics and measurement, and everything related to advertising and market research.
The Advertising Research Foundation is dedicated to aggregating, creating, and distributing research-based knowledge. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration.