As more viewers watch TV content on other devices, the Advertising Research Foundation calls for the term "TV households" be replaced to "TV accessible households". (Photo by Jakub Porzycki/NurPhoto ...

B2B advertising is increasingly driven by data, AI and personalized account-based strategies, new research revealed. The “2024 State Of B2B Advertising” — fielded by account-based marketing (ABM) ...

In a groundbreaking shift for the marketing world, artificial intelligence (AI) is granting professionals a power previously out of reach—the ability to deeply understand the elusive “WHY” behind ...

NEW YORK--(BUSINESS WIRE)--The Advertising Research Foundation (ARF) today announced the 2023 David Ogilvy Awards finalists, with winners to be named at a ceremony on October 4 at 4:30pm ET in ...

As AI permeates more areas of business, there is legitimate concern over whether it will eventually take jobs from people. It’s been a big area of debate in the research space, where I’ve worked for ...

Penn State’s marketing research programs blend structured learning, curated resources, and real-world projects to prepare students for data-driven marketing roles. Learners progress through the full ...

This concentration focuses on gaining insights into the market and its customers. Marketing Research introduces basic survey and analytical methods for studying consumer attitudes, opinions, ...

Businesses are often tempted to cut their marketing budgets for the short-term savings it provides – but those cuts can cause problems in the long term. A new study my colleague Tarun Kushwaha and I ...

NEW YORK—The Advertising Research Foundation (ARF) has proposed a new framework that would reclassify how U.S. households connect to TV. It would replace the pay TV ...