ARF Teams With Vendors To Launch Device Sharing Study, Will Apply To MRC To Accredit It

In what appears to be an industry first, the Advertising Research Foundation (ARF) is teaming with seven industry research and/or media suppliers to conduct research on digital device usage and account sharing, which it plans to ultimately launch as a syndicated measurement service.

As part of the announcement, the ARF …

2 comments about "ARF Teams With Vendors To Launch Device Sharing Study, Will Apply To MRC To Accredit It".
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  1. Joshua Chasin from VideoAmp, June 28, 2021 at 2:55 p.m.

    Hey Joe. There will be many uses of this data. But one important one is that I anticipate the ARF Universe Estimates study becoming a com ponent of measurement products offered by other companies. For example, the study is collecting demographics, and data on MVPD, Smart TV provider, and streaming usage, enabling creation of universe estimates based on HH TV type (so we can be sure to accurately represent MVPD-only; MVPD+straming, stream-only, OTA+streaming, and OTA-only HHs.) (OTA = Over the air.)

  2. John Grono from GAP Research, June 29, 2021 at 9:06 p.m.

    Hi Josh.

    Totally agree with you.   A 'single source of truth' that is used for audience measurement for all media as well as cross-media would be a great advance ... and save dollars if they are pooled.

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