The Advertising Research Foundation (ARF) showcases leading and bleeding-edge solutions and evangelizes the leaders that lead them into action. Together, we challenge conventions and discover new insights that benefit our member network. This collaboration yields meaningful, actionable, and indispensable insights that empower our members to have a true impact on their marketing and build leadership in their organizations.

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ARF's Paul Donato on Impacting the Ad Effect and Insuring Brand Safety

Advertisers are finding that the context in which an ad is viewed -- not only within the commercial pod surrounded by other ads, but also the specific media platform, brand, device and time and place -- impacts the ad effect, both positively and negatively.  With the proliferation of devices and platforms and the fragmentation of the media environment, brand safety is becoming a bigger issue.

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ARF Acquires CIMM and Creates a Measurement Powerhouse

ARF Acquires CIMM and Creates a Measurement Powerhouse

Real Intelligence Reframes Audience Measurement

Real Intelligence Reframes Audience Measurement

ARF: Reinventing Marketing -- The Investment Imperative

ARF: Reinventing Marketing -- The Investment Imperative