Last week, I joined our clients and partners at The Advertising Research Foundation (ARF) for their annual AUDIENCExSCIENCE conference in Jersey City. The ARF brings the best and brightest minds in the advertising and marketing fields together to discuss the newest research on important topics within the space. This conference is always a great opportunity to not only catch up with our Audience clients but also expand our horizons into the latest trends in ad research – and this year was no different.
While there were many trends covered throughout the event, we were excited to learn that AUDIENCExSCIENCE heavily focused on audience validity this year. I couldn’t help but notice that the topic of audience quality was present in many sessions, which tells me that our industry cares about quality – because it matters more than ever.
In fact, data quality and advertising quality issues were featured consistently throughout the program. On Day 1 alone, there were three different events focused on the shortcomings of the Nutrition Label program, which we believe is a crucial distinction between our (and others’) efforts to drive adoption of 3rd party audience validation.
An entire track of sessions of the conference was centered around “What’s in a Name: Identity, Targeting, and Validation,” including a panel with our very own Ted McConnell and close partners from Oracle Data Cloud and Buchwalter Media Consulting. Their session focused on the quality of audience segments and “underbelly” of programmatic ad buying. There were also great sessions from Ericsson Emodo, MRI-Simmons, IRI, and others all pointing toward the audience targeting and quality initiatives.
My personal favorite session was a keynote led by Robin Opie, VP, Data Science, at Oracle Data Cloud, that outlined their team’s learnings in the data validation and measurement space. Lucid is closely aligned with the Oracle team’s mission to drive Truth, Representation, Standardization, and Speed in the survey-based audience validation space, so it was great to hear their perspective from the mainstage.
Opie had a great example featuring the nutrition labels of a Snickers bar and an avocado – a Snickers has less calories and fat but arguably far less quality content! That example really drove home his point that you must know more than if a data set is modeled on a certain age in order to ascertain its quality – a nutrition label alone is not enough.
Our team is passionate about data measurement (to say the least), and AUDIENCExSCIENCE validated the work our team has already accomplished in the audience space. We’ve been partnering with The ARF over the past year as they work to establish guidelines around measuring and validating attribute density across 1st, 2nd, and 3rd party data sets used to reach specific audiences with advertising. With the momentum I’ve seen audience measurement gain, I’m thrilled to see the impact we’ll have on the industry in the upcoming year.