ARF’s McDonald sees progress in audience measurement

Geoffrey Precourt

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 tha

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