ARF probes personal-data use

Geoffrey Precourt

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...

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