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Scott McDonald

President & CEO, Advertising Research Foundation

Scott McDonald is the President and CEO of the Advertising Research Foundation (ARF), a position he has held since March 2017.12 He brings extensive experience in media research, having previously worked for 18 years at Time Warner and 14 years at Conde Nast in senior research positions.14

Professional Background:

  • CEO & President of ARF since March 20171
  • Former Senior Vice President of Research at Conde Nast (2001-2014)5
  • Research positions at Time Warner and Time Inc.5

Academic Credentials:

  • Ph.D. in Sociology from Harvard University34
  • A.B. in Sociology from University of California, Berkeley34
  • Taught at Columbia Business School for 18 years and NYU for 5 years14

Additional Roles and Contributions:

  • Adviser to the Social Science Matrix Program at UC Berkeley1
  • Board member of the Population Reference Bureau1
  • Board member of the Brooklyn Academy of Music1
  • Founder of ARF WIDE (Workforce Initiative for Diversity and Excellence), a program aimed at promoting diversity in advertising and research industries6

McDonald is known for his work on understanding how digital media affects consumer behavior and media economics, and he continues to be actively involved in research and academic circles.4

Highlights

Aug 13 · linkedin

Deep learning models often prove to have good predictive accuracy. However, these models are often also viewed as opaque black boxes. Learn how incorporating theory about emotions involving images, music, speech, and text into AI can help alleviate concerns of generalizability by making machine learning models more explainable while still maintaining good predictive accuracy. View the presentation from last year's #CreativeEffectiveness event, hosted by #the_ARF and check out this year's program at thearf.org/ce-doa24 #AI #advertising #advertisingresearch

Aug 9 · linkedin

#the_ARF has renewed its call to change the basis of audience measurement from TV Households to TV-accessible Households. Find out why this major change is warranted in the latest #TVDeconstructed report from the ARF DASH Study, available to all.

Related Questions

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Scott McDonald
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Location

New York, New York