McDonald proposes ARF academy of ideas
Don't confuse the Advertising Research Foundation (ARF) with a trade organization.
When Scott McDonald became the ARF's new President/CEO in early March 2017, he did pledge to support industry innovation and best practices – and, indeed, to join with the likes of the Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB), and 4A's (American Association of Advertising Agencies) in beating back the challenges of bot fraud and viewability issues.
But, as he told delegates in his opening address at the ARF's 2017 Annual Conference, "What's distinct and unique – and...