Commentary
An Inconvenient Truth
- by Tony Jarvis , Op-Ed Contributor, April 15, 2022
The third and final day of the Advertising Research Foundation (ARF) Audiencexscience Conference Thursday underscored the industry’s incessant confusion over what an audience “impression” actually is, as well as the ongoing characterization of content rendered on screens in households as “watching” or “viewing” by consumers.
If content renders on a …
