What is AUDIENCExSCIENCE 2025?

ARF’s annual AUDIENCExSCIENCE conference will bring to light the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees will learn about a wide array of new and evergreen industry topics, endemic to our industry changes.

World-class thinkers will share their perspectives on the future of advertising research and measurement and how tomorrow’s technologies and data trends will impact advertising and media.

What are the themes at the 2024 AUDIENCExSCIENCE?

Privacy-induced changes in audience behavior

With Google’s decision to keep cookies but allow consumers to opt-in or out, how will marketing on the open web adapt? Depending on opt-out rates, what will replace or supplement cookies to support audience targeting, activation and impact measurement? How much advertising will shift away from the open web? What are best privacy-first options for marketers and media? What are latest results on obtaining consumer consent?

AI and marketing: Its use, role, impact, benefits and dangers

Online social shopping and gaming platforms are growing in popularity and may redefine the role of social influencers, who might increasingly be AI bots. Some academic research suggests there are limits to how far AI can replace or extend human actors without losing authenticity, though generational shifts may alter these dynamics. How is this mode of marketing and advertising affecting other segments of the industry?

Impression quality and attention measures

Direct measurement of “attention” has been a big topic for the past few years, but the broad “attention” label covers many processes that are not purely cognitive. This is especially true when the measures track emotional or affective responses to messages and media environments. How far have we come in our ability to measure the quality of an ad impression or of the media environment in which it is served? Can these metrics provide a reliable enough signal to help determine the market value of an impression?

Marketing to diverse audiences

What are the best practices in marketing to diverse audiences? With the upcoming presidential election potentially influencing these efforts, how might the increasingly polarized polity affect diversity in advertising? Could “diversity” in this context extend beyond demographics to include differences in political points of view and media consumption?

The rise of retail media networks

Retail media networks have emerged as a major new advertising category and are growing rapidly as alternatives to established media channels. However, as the market expands, consolidation is likely, with a few large players dominating. Is traditional media planning still feasible in a landscape of proliferating and mutually exclusive walled gardens? How are reach and frequency managed in this environment? What issues exist around measurement standards, comparing RMNs, whether their premium pricing can be justified and how they can be integrated with other channels?

The new state of video measurement

AI-assisted measurement enables larger-scale and faster-turnaround video measurement, making it possible to “mid-course correct” in near real-time. However, the pace of technological advancement may outstrip the ability of agencies and companies to execute. How have privacy concerns and data signal loss affected video measurement, particularly in the integration of CTV and linear platforms as well as streaming? How future-proofed are integrations that depend on “deterministic” identity matching systems? How accurate are more privacy-compliant “probabilistic” systems? How are deals between big data owners and individual measurement companies working to provide a holistic view of the audience? Is the integration of panels, probability samples and big data proving to be a viable approach?

New developments in traditional media

Research indicates that new media tends to supplement, rather than replace, traditional media. As “drive time” radio gives way to Internet-connected cars and the popularity of podcasts grows, “on the go” media consumption remains relevant. How will traditional media adapt in response to the shift towards on-demand media consumption, and what role will it play in an increasingly overloaded media environment? In terms of OOH advertising, the market for in-app and in-game advertising is growing rapidly. This emerging trend warrants attention as it may significantly impact the future of media consumption.

Is TV still a crucial part of the media mix for brands today? What are the best ways to integrate Linear TV and other traditional media into modern marketing plans?

Approaches to marketing measurement

What is your understanding of the current marketing measurement landscape and what are steps to achieve better measurement? We are looking for submissions that include research-backed strategies that can quantify the impact of ad campaigns.

Too many audience metrics: Which matter most to marketers?

In media today, not everything that is measured matters and not everything that matters is being measured. There is widespread confusion in the industry regarding the capabilities of media, which influences the choice of evaluation methods. What metrics deserve to be optimized, depending on the goals of the marketer and the details of the market into which a campaign is being launched?

To learn more and to register, click here.