Privacy Policy

Last updated: September, 2021

The Advertising Research Foundation (“ARF”), including its subsidiary MSI, believes in protecting your privacy and the confidentiality of your Personally Identifiable Information (“PII”) . For purposes of this Policy, PII  is defined as information: (i) that directly identifies an individual (e.g., name, address, social security number or other identifying number or code, telephone number, email address, etc.) or (ii) which, taken together with other collected data elements (i.e. birth date, geographic location) can be used to “indirectly” identify specific individuals. ARF treats information permitting the identification and/or physical or online contacting of a specific individual in the same manner as PII. Any information that cannot be used to identify a discrete individual (such as aggregated statistical information) is not PII .

We provide this Privacy Policy to describe how we collect, use, share, and otherwise process information that you and others provide us through (the “ARF Website”) or the other sub-sites that link to the ARF Website, as well as information we may collect through our delivery of products and services, presentation of conferences and events, and conduct of research and survey activities (“ARF Services”).  The terms of this Privacy Policy shall apply to ARF, and any of our affiliates, successors or assigns.




ARF may collect, use, and disclose your PII  in our normal course of business. The information may be used to manage our membership base, deliver ARF Services, conduct research, plan new ARF Services, gauge member or customer satisfaction, measure awareness of ARF Services, or to test reaction to ARF Services or communications.

Below are the primary uses of this information supplied to us:

  • Establishing and maintaining communications with you;
  • Providing  relevant content or ARF Services;
  • Responding to your requests for or inquiries about content and ARF Services;
  • Processing transactions through service providers;
  • Registration for conferences, training, and other events;
  • Meeting legal, security, processing, and regulatory requirements;
  • Protecting against fraudulent, suspicious, or other illegal activities; and
  • Compiling statistics for analysis of our sites and our business.


The information gathered by ARF falls into two categories: (1) information voluntarily supplied by visitors to the ARF Website and ARF Services, and (2) tracking information gathered as visitors navigate through our the ARF Website.

Information Provided by You

ARF only collects the PII  required to operate our applications and perform ARF Services.. Our PII collection includes:

  • First and last name
  • Email
  • Phone
  • Address

In addition, ARF may, from time to time, collect additional information about you, your interests and your activity on the ARF Website.

All data you provide to ARF remains your property in accordance with applicable state law. As such, you are responsible for ensuring your own compliance with applicable law in the provision of such data.

ARF does not sell  data, either in anonymized or aggregate form.

Other than as set forth in this Privacy Policy, your PII will not be shared with third parties without your written authority unless ARF is legally required to do so by subpoena or court order.  PII is never shared with third parties for marketing purposes without your permission.

ARF does not license, sell or share PII for research purposes or make data available for commercial research.  PII  may be used for research purposes only with explicit agreement from the owners of the data and only for the limited duration of a defined research project (e.g. a time-bound efficacy study).

Below are some additional ways we collect data:

Website Navigational Information

As you navigate the ARF Website, we may also collect information through commonly used information-gathering tools, such as cookies (collectively “Website Navigational Information”). Website Navigational Information includes standard information from your web browser (e.g., browser type, browser language), your Internet Protocol (“IP”) address, and the actions you take on the ARF Website (such as the web pages viewed, files downloaded, and the links clicked).
Use of Cookies

Like many companies, we may use cookies on the ARF Website. Cookies are pieces of information shared between your web browser and a website. Use of cookies enables a faster and easier experience for the user. A cookie cannot read data off your computer’s hard drive.

There are different kinds of cookies with different functions:

  1. Session cookies: a session cookie is only stored on your computer during your web session. They are automatically deleted when the browser is closed. They usually store an anonymous session ID allowing you to browse a website without having to log in to each page. They do not collect any information from your computer.
  2. Persistent cookies: a persistent cookie is one stored as a file on your computer, and it remains there when you close your web browser. The cookie can be read by the website that created it when you visit that website again.
  3. First-party cookies: the function of a first-party cookie is to retain your preferences for a particular website for the entity that owns that website. They are stored and sent between ARF’s servers and your computer’s hard drive. They are not used for anything other than for personalization as set by you. These cookies may be either Session or Persistent cookies.
  4. Third-party cookies: the function of a third-party cookie is to retain your interaction with a particular website for an entity that does not own that website. They are stored and sent between the third party’s server and your computer’s hard drive. These cookies are usually persistent cookies.

We use cookies for the following purposes:

  • Where strictly necessary: These cookies are essential to enable you to move around the ARF Website and use its features, such as accessing secure areas of the  ARF Website. Without these cookies, services you have asked for, such as logging into your account, cannot be provided.
  • Performance: These cookies collect information about how visitors use the ARF Website (e.g., which pages visitors go to most often, if they get error messages from web pages). They also allow us to record and count the number of visitors to the ARF Website, all of which enables us to see how visitors use the ARF Website in order to improve the way that our the ARF Website works. These cookies do not collect information that identifies a person, as all information these cookies collect is anonymous.
  • Functionality: These cookies allow the ARF Website to remember choices you make (e.g., your user name, your language, region you are in) and provide enhanced features. For instance, a the ARF Website may be able to remember your login details, so that you do not have to repeatedly sign in to your account when using a particular device to access our the ARF Website. These cookies can also be used to remember changes you have made to text size, font, and other parts of web pages that you can customize. They may also be used to provide services you have requested, such as viewing a video or commenting on an article. The information these cookies collect is usually anonymized. They do not gather any information about you that could be used for advertising or remember where you have been on the internet.
  • The ARF Website does use Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses cookies to help the website analyze how users use the site. The information generated by the cookie about your use of the website (including your IP address) will be transmitted to and stored by Google on servers in the United States. Google will use this information for the purpose of evaluating your use of the website, compiling reports on website activity, and providing other services relating to website activity and internet usage for ARF and our affiliates. Google may also transfer this information to third parties when required to do so by law or when such third parties process the information on Google’s behalf. Google will not associate your IP address with any other data held by Google. You may refuse the use of cookies by selecting the appropriate settings on your browser; however, please note that if you do so, you may not be able to use the full functionality of this website. By using this website, you consent to the processing of data about you by Google in the manner and for the purposes set out above.
  • Advertising: We use cookies and tracking technologies to help us develop our understanding of your interests and what content and services may be relevant to you.
  • The major browsers have attempted to implement the draft “Do Not Track” (“DNT”) standard of the World Wide Web Consortium (“W3C”) in their latest releases. As this standard has not been finalized,  the ARF Website is not compatible with DNT.


We do not disclose any PII  about you to any third parties except as stated in this Privacy Policy, as otherwise permitted by law, or as authorized by you.

Third parties to whom we disclose information are required by law and contractual undertakings to keep your PII  confidential and secure and to use and disclose it for purposes that a reasonable person would consider appropriate in the circumstances, in compliance with all applicable legislation, which purposes are as follows:

  • To provide the ARF Services and services you have requested from us;
  • To notify you or allow our affiliated companies to notify you of certain products or services offered by our affiliated companies;
  • To process transactions through data processing service providers; and
  • To fulfill joint marketing agreements with affiliates and partners.

If these third parties wish to use your PII  for any other purpose, they will have a legal obligation to notify you of this and, where required, to obtain your consent. Contact us on for more information on these third parties.

Affiliate Sharing

In the normal course of performing ARF Services, PII  may be shared within ARF and with our affiliates solely for the purposes set forth herein.

Service Providers

ARF’s service providers are required to adhere to their contractual obligations, as well as industry standard protections, regarding the collection, use, and retention of data as we do.

Other Legally Required Disclosures

ARF reserves the right to disclose without your prior permission any PII  about you or your use of the ARF Website or other Products if ARF has a good faith belief that such action is necessary to (1) protect and defend the rights, property, or safety of ARF, employees, or other users of the ARF Website or the public; (2) enforce the terms and conditions that apply to use of the ARF Website; (3) comply with a legally valid request from a competent governmental authority; or (4) respond to claims that any content violates the rights of third parties. We may also disclose PII  as we deem necessary to satisfy any applicable law, regulation, legal process, or governmental request.

In this Privacy Policy, the purposes identified above and in “Collection, Use, and Disclosure of PII ” will be referred to as the “Identified Purposes.”


California Civil Code Section 1798.83 requires any operator of a website to permit its California-resident customers to request and obtain from the operator a list of what personal information the operator disclosed to third parties for direct marketing purposes for the preceding calendar year, as well as the addresses and names of such third parties. ARF does not share any personal information collected from this site with third parties for their direct marketing purposes.

European Union’s “General Data Protection Regulation (GDPR)” Law

The General Data Protection Regulation (GDPR) (EU) 2016/679 is a regulation in EU law on data protection and privacy for all individuals within the European Union. It also addresses the export of personal data outside the EU. The GDPR aims primarily to give control to citizens and residents over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU. In compliance of this law, ARF does not utilize data for any reasons other than to fulfill commitments to existing ARF Services and services. ARF does not share any personal data or information collected from this site with third parties for their direct marketing purposes. The ARF has data retention and storage mechanisms in place to control who has access to the data and has placed limits on what purposes the data can be used for.

CALIFORNIA’S “California Consumer Privacy Act (CCPA)” LAW

The California Consumer Privacy Act (“CCPA”) applies to California residents only, below is a listing of the rights you have the ability to exercise:

  • Right to Know: You have the right to request that we disclose to you the PII  we collect, use, or disclose, and information about our data practices;
  • Right to Request Deletion: You have the right to request that we delete your PII  that we have collected from you;
  • Right to Non-Discrimination: We will not discriminate against you for exercising any of these rights.

In compliance of this law, ARF does not utilize data for any reasons other than to fulfill commitments to deliver ARF Services. ARF does not share any personal data or information collected from this site with third parties for their direct marketing purposes. The ARF has data retention and storage mechanisms in place to control who has access to the data and has placed limits on what purposes the data can be used for.


Your knowledge of and consent to ARF’s collection, use, and disclosure of your PII  is critical. When providing your PII to the ARF via ARF Services, you will be asked to consent to the use of your data as set forth herein and to the storing and processing of your PII in the United States.  As a result,  the U.S. government, courts, or law enforcement or regulatory agencies may be able to obtain disclosure of your PII under U.S. laws.

Subject to certain legal or contractual restrictions and reasonable notice, you may withdraw this consent at any time. ARF will inform you of the consequences of withdrawing your consent. In some cases, refusing to provide certain PII  or withdrawing consent for ARF to collect, use, or disclose your PII  could mean that we cannot provide the requested ARF Services, services, or information for you.  If you wish to withdraw your consent, please refer to the “Questions or to Withdraw Consent (“Opt-Out”)” section below.


ARF will collect, use, or disclose PII  that is necessary for the Identified Purposes or as permitted by law. If we require PII  for any other purpose, you will be notified of the new purpose and, subject to your consent (where appropriate), that new purpose will become an Identified Purpose.

ARF will collect PII  by fair and lawful means. We will normally retain PII  as long as necessary for the fulfillment of the Identified Purposes. However, some PII  may be retained for longer periods as required by law, contract, or auditing requirements.


We have in place physical, electronic, and procedural safeguards appropriate to the sensitivity of the information we maintain. Safeguards will vary depending on the sensitivity, format, location, amount, distribution, and storage of the PII . They include physical, technical, and managerial measures to keep PII  protected from unauthorized access. Among such safeguards are the encryption of communications via SSL, encryption of information while it is in storage, firewalls, access controls, separation of duties, and similar security protocols. However, due to the nature of the Internet and related technology, we cannot absolutely guarantee the security of PII , and ARF expressly disclaims any such obligation.


The ARF Website may include links to other websites whose privacy policies we do not control. Once you leave our servers (you can tell where you are by checking the URL in the location bar on your web browser), use of any PII  you provide is governed by the privacy policy of the operator of the website you are visiting. That policy may differ from ours. If you cannot find the privacy policy of any of these websites via a link from the website’s homepage, you should contact the website directly for more information.


Our knowing about changes to some of your PII  (e.g., email address) may be key to effectively communicating with you at your request. If any of your details change, you can update us by emailing us. Please keep us informed of changes to your PII .

You have the right to access your PII  and request rectification of any PII  in the file that may be obsolete, incomplete, or incorrect. However, to secure your PII , ARF does not currently provide online access to our customers to view or amend PII  in our database.

ARF is responsible for all PII  under our control and has designated a privacy officer who is accountable to management for ARF’s compliance with this Privacy Policy.


You may exercise your right to withdraw your consent to applicable uses or disclosures of your PII  (which may limit or terminate the ARF Services that ARF provides to you) by writing or sending an email to us at the following address:

The Advertising Research Foundation
432 Park Ave South
New York, NY 10016

We will need to validate the identity of anyone making such a request to ensure that we do not provide your information to anyone who does not have the right to such information.  Normally, we will respond to access requests within 30 days.

In addition, you can change your email preferences at


The Advertising Research Foundation
432 Park Ave South
New York, NY 10016
Complaints can be directed to:


If there is any material change to your rights under this Privacy Policy, ARF will provide you with notice of such change 30 days prior to the changes going into effect. As part of this notice, ARF may post a notice of the change on the site in a clear and conspicuous manner for the 30-day notice period. ARF may also communicate the change via email or postal mail if this is the way that ARF normally corresponds with you. Please note that your continued use of the ARF Website or ARF Services once this 30-day period is over, indicates your agreement to the changes that were the subject of the notice.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.