ARF probes personal-data use

The Advertising Research Foundation (ARF), the industry body, is seeking to advance new standards for data usage in the marketing ecosystem.

The Advertising Research Foundation (ARF) is likely weeks away from the presentation of a new Code of Conduct that will guide marketers, researchers, and third parties such as agencies and publishers in the proper, ethical use of data.

“There’s a lot of personal data, far more than there was two years ago,” Scott McDonald, the ARF’s president/CEO, told a seminar audience at Advertising Week New York 2018.

Scott McDonald, president/CEO, the ARF

That volume of material, together with well-publicized breaches and data-security scandals, have fueled what McDonald called “a backlash” against long-established marketing-research practices – initiatives that were supported by...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands