McDonald cites potential and pitfalls on audience measurement

This event report outlines some of the main opportunities and issues currently reshaping measurement practices across the media ecosystem.

For those who came to Jersey City with any doubt about the purpose of the Advertising Research Foundation's (ARF) 2017 Audience Measurement Conference, Scott McDonald, the organization's President/CEO, opened the two-day session with logic that welcomed any number of disparate slices of the marketing and research communities.

Scott McDonald, President/CEO, The ARF. PHOTO CREDIT: Doug Goodman

"The size and the nature of a medium's audience is, and has traditionally been, the basis for setting the price for that medium," he said.

How important is audience measurement? "From the media perspective," McDonald remarked, "if you can't measure it, you can't sell...

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