Advertising Research Foundation

What does the future look like through the eyes of Gen Alpha?

The latest episode of CultureConnect dives into the generation already reshaping media, tech, and marketing long before entering the workforce. Born entirely in the 21st century, Gen Alpha’s digital fluency, diverse identities, and evolving expectations are transforming how brands connect with families and consumers.

This month’s conversation brings together leaders from psychology, children’s media, tech, and UX research to explore the rise of the “glass generation” — and what marketers need to understand now.

Featuring insights from:
• Janine Domingues (Child Mind Institute)
• Darnell Lamont Walker
• Kate O’Loughlin (SuperAwesome)
• Jennifer Kotler (Google)

Hosted by Janelle A. James, US Head of Cultural Intelligence at Ipsos.

Listen on our website or wherever you find podcasts: https://ow.ly/3FPp50Z5m36

Advertisers are under increasing pressure to make TV and streaming campaigns more precise, efficient and measurable.

That’s why Experian’s work with the ARF’s DASH dataset is so timely.

In a new blog post, Experian highlights how DASH-powered audience segments can help marketers fine-tune campaign delivery based on real TV consumption behaviors — from cord cutters and streaming-first households to co-viewing families and large-screen TV viewers.

These segments are designed to help agencies and brands:
• Improve target reach and media efficiency
• Align creative with viewing behaviors
• Reach hard-to-find audiences across streaming + linear
• Solve real campaign planning challenges with more actionable TV insights

The DASH segments are available across many major activation platforms, helping advertisers bring more precision to cross-platform TV planning and targeting.

Read more: https://ow.ly/qwmq50YZ9sg

June 24 in NYC: Elevate your analytics expertise while building meaningful community connections. Secure your spot now for an evening of networking, learning, and data storytelling: bit.ly/ARF062426