SOURCE: The Advertising Research Foundation

The Advertising Research Foundation

June 09, 2014 09:00 ET

Advertising Research Foundation Answers the Measurement Mandate at Audience Measurement 2014

Event Showcases the Best of Measurement and How New Strategies Can Drive Growth

NEW YORK, NY--(Marketwired - Jun 9, 2014) -  Today marks the first day of The Advertising Research Foundation's (ARF) Audience Measurement 2014 (AM 2014) -- the "Measurement Mandate" -- which is taking place in the New York Marriott Marquis in New York City. AM 2014, the world's largest audience measurement conference, defines and addresses the Measurement Mandate challenge and provides the insights and leadership needed for analysts to guide their respective organizations in a complex media landscape marked by programmatic buying, cross-platform, ROI & Mix Modeling, and Big Data.

"The ARF is poised to lead the industry as it faces complex measurement challenges resulting from an increasingly dynamic media landscape," said Gayle Fuguitt, CEO and President of the ARF. "AM 2014 empowers researchers and advertisers to adopt the measurement standards needed in a mobile world where consumers view and even create content on multiple screens." 

The event will convene industry leaders to share innovative methods that cultivate growth and answer measurement challenges. AM 2014 will gather over 800 executives from every avenue of advertising -- including leading brand marketers, media/tech companies, research organizations, academics and new age analysts. Leaders from the ARF, ANA, 4 A's, IAB, and MRC will have a presence throughout AM's series of industry panels. This year's keynote speakers will include Gayle Fuguitt, CEO & President, the ARF; Bob Lord, CEO, AOL Platforms, AOL; Dave Morgan, Founder & CEO, Simulmedia; David Poltrack, CRO, CBS Corporation and President, CBS Vision; Lori Hiltz, CEO, HAVAS Media Worldwide; Greg Raifman, President, Rubicon Project; and Eric Roza, CEO, Datalogix. A full agenda can be found here.

In the spirit of the ARF's mission, which is to advance the state of the art of advertising, marketing and media research, AM 2014 will also include the first annual Erwin Ephron Demystification Award ceremony. The award, which will serve as an ongoing tribute to Erwin Ephron who exemplified a rare ability to communicate complex media insights, will be presented on June 9. More than twenty nominations of industry leaders were received after the ARF officially announced the award at its annual Re:Think conference. 

The Erwin Ephron Demystification Award and the opportunities for conversation programmed throughout AM 2014 are tailored to empower analysts and insight leaders to lead growth through better analytics for a multitude of businesses during this transition. Gayle Fuguitt explained. "The C-suite's attention is directed squarely at simplifying the complex media landscape and 'big data' into better, faster decisions to drive growth. The ARF supports, inspires, and promotes the analytical minds that will navigate their organizations through this period of dynamic change."

To follow along with the conversation on social media, be sure to follow the #ARFAM14 hashtag on Twitter. To register for AM 2014, members of the press should contact DiGennaro Communications with the contact information provided in this announcement.

About The Advertising Research Foundation
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better business decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media-tech companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF celebrates more than 75 years as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at To learn more about the ARF's annual Audience Measurement, visit:

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