The Advertising Research Foundation Inc is a nonprofit organization dedicated to enhancing the marketing and advertising sectors by promoting evidence-based business decisions rooted in scientific principles such as objectivity, clarity, rigor, transparency, and replicability. With an operating budget of $10.5 million and total revenue of $10.6 million for the 2024 filing year, the organization focuses on advancing the practice of marketing through rigorous research and advocacy. More information can be found on their website at www.thearf.org.