Ad-Tech Research Lab
Data. Brainpower. Breakthrough Innovation.
In a crowded marketplace, innovative marketing strategies mean the difference between success and failure. For decades, the Kellogg School of Management has been a leader in marketing research and education, blazing a trail of innovation and setting the trends at the forefront of our rapidly changing world.
Powered by the expertise of more than a dozen leading Kellogg faculty, the AdTLab (pronounced “Ad Lab”) harnesses extensive data, cutting-edge methodologies, and intuitive strategies to explore critical issues in digital advertising. From measurement and attribution to personalization and privacy, AdTLab's groundbreaking research is fueling how companies and consumers conduct business today.
Research and insights emerging from AdTLab span industries and have substantial implications for businesses aiming to market their brands, goods and services. For example, AdTLab research examines the impact of recent privacy regulations on the effectiveness of TV and digital advertising, and explores advertising trends, such as the over-investment in television by many firms. In addition to broad-scale topics, AdTLab faculty members bring insights and expertise in specific areas including the automotive industry, financial services, ecommerce and technology sectors.
AI is a driving force of AdTLab research, as faculty study topics such as pricing, advertising and promotions using methods of causal interference, machine learning and empirical industrial organization. Meanwhile, AdTLab faculty also examine at more traditional methods and their impact -- examining, for example, how marketing perks can be leveraged to spur word-of-mouth promotion among consumers.
Fostering thought leadership and making an impact on business and society is a collaborative effort, both within AdTlab and in partnership with experts external to Kellogg. Executives from global corporations, leaders of media platforms and academics from other institutions visit AdTlab to discuss best practices, trends and obstacles facing marketing practitioners today. AdTLab also hosts exclusive, closed-door gatherings in which these thought leaders collectively address specific challenges and opportunities facing the industry, the first of which will take place in June 2025 with a focus on brand versus performance marketing.
The Future of Brand Measurement, Built on Science
AdTLab will host a private summit for decision makers, marketing scientists and C-level leaders to rethink what really drives brand value. This closed-door discussion of ideas, issues and potential solutions will benefit all companies pressure-testing brand vs. performance marketing.