Advertising Research Foundation

Facebook Craves Conversions More Than Clicks

Facebook isn’t crazy about clicks as digital advertising’s be-all, end-all performance metric. Rather, the company is more concerned with conversions.

Catalina: Marketers Waste Millions on Wooing Demos

Nearly a century after John Wanamaker first gave voice to the entropic theory of advertising, marketers remain in thrall to a fundamentally profligate system.

Neuromarketing Isn’t Quite There Yet

The quasi-science of measuring emotional responses to advertising has made gains but still has a ways to go before it's not considered experimental.