Advertising Research Foundation (ARF)

US nonprofit that advances research and measurement standards in advertising, from audience measurement to effectiveness.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Advertising Research Foundation (ARF) is a US nonprofit that advances research and measurement standards in advertising, from audience measurement to advertising effectiveness. It brings together advertisers, agencies, media companies and researchers to share evidence, validate methods and publish findings, helping the industry make better-informed decisions about what works.