ARF Launches Program to Certify Ad Research

The Advertising Research Foundation said it has established a new Research Quality Certification Program designed to increase the amount of trust advertisers have in data about their ad campaigns.

In order to be certified, data from studies must be made available for public review and analysis in order to ensure transparency, the ARF said.

The first organization to have a study certified is the Mobile Marketing Association, which presented a study on cognition neuroscience earlier this year at an ARF conference.

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“Our Research Quality Certification program is central to the ARF’s mission to improve the practice of advertising, marketing, and media research through objective research-based insights. There is no better way to generate such insights and achieve industry leadership than through research that addresses gaps in our knowledge with scientific rigor and transparency,” said Paul Donato, chief research officer for the ARF.

Certification is available to ARF members.

The program differs from accreditation in that it is not intended for syndicated currency-related research.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.