The ARF

The organisation operates as a non-profit industry association that creates value by conducting and curating advertising, media and marketing research, convening industry stakeholders, and setting shared standards and codes of conduct. It provides members with access to research libraries, longitudinal studies, events, councils, awards programmes and professional development, as well as student pipeline and scholarship initiatives. It extends its scope via integration and acquisition of specialised research bodies in marketing science and media measurement.

Revenue is generated through organisational memberships that grant broad access to resources and discounts, commercial professional education and certificates, paid events and conferences, sponsorships around events and programmes, and fees associated with awards and potentially some research outputs. Any financial surplus is likely reinvested into further research, standards and educational initiatives consistent with its non-profit mandate.

Advertising Research Foundation is a United States–based non-profit industry association focused on advertising, media and marketing research. It creates, aggregates and shares research, standards and educational content for advertisers, agencies, media owners, research firms, technology vendors and academic institutions, and also operates affiliated initiatives in media measurement and marketing science.

The organisation generates income mainly through corporate membership fees, paid professional education, ticketed events and conferences, sponsorships, awards and programme entry fees, and selective access to proprietary research studies. Its customers are member organisations and sponsoring companies across the advertising and marketing ecosystem, while individual practitioners within those organisations consume the research, events and training.