About the ARF

Our Mission

To further, through research, the scientific practice of advertising and marketing.

Technology has been both a boon and a bane to marketers: more ways to connect with customers, but far more complexity. There has never been a more critical need for solid information, standards, and transparency. Businesses can only grow when operating on correct information and real insights — drawn from empirical research, objective experiments and valid market tests.

Since 1936, the Advertising Research Foundation has been the standard-bearer for unbiased quality in research on advertising, media and marketing. Its powerful knowledge, unifying standards and best practices have benefited its 400+ member companies many times over. Only the ARF brings together advertisers, agencies, media companies, research companies and ad tech into one conversation about how to be better at what we do.