ARF’s McDonald sees progress in audience measurement

Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.

Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), understands the frustration of reinventing metrics in a marketing ecosystem that is in perpetual motion.

“We all sometimes fall into the trap of despair, of thinking that we are not making progress in the field of audience measurement,” he told delegates in the kick-off address at the organization’s 2018 AUDIENCExSCIENCE conference.

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