Scott McDonald
Scott McDonald leads the Advertising Research Foundation (ARF), the industry's premier nonprofit organization dedicated to advancing advertising and marketing research. Under his leadership, the ARF has championed rigorous measurement standards, cross-media audience research, and evidence-based approaches to advertising effectiveness, making him a central figure in shaping how the industry understands and validates media investment. He has been a consistent voice on issues ranging from brand safety and ad fraud to the evolving science of attention metrics and cross-platform measurement. Before joining the ARF, McDonald served as Senior Vice President of Research at Condé Nast, where he led audience research and insights for one of the world's most prestigious magazine publishing companies. Prior to that, he held senior research roles at Time Inc., another major publishing powerhouse, giving him deep expertise in print and digital media measurement. His career spans decades of work at the intersection of media, consumer behavior, and advertising research. McDonald is widely respected as a thought leader who bridges academic rigor and industry practice. He is a frequent speaker at major industry conferences, contributes to scholarly and trade publications, and has been instrumental in driving the ARF's initiatives around the science of advertising, including its work on attention measurement, cross-media reach, and the reliability of research methodologies used across the advertising ecosystem.
Last updated Oct 26, 2026 by the ATDb Editorial Team
AI-drafted from public sources10 sources cited
- Years in industry
- 30 years
Bio
Scott McDonald leads the Advertising Research Foundation (ARF), the industry's premier nonprofit organization dedicated to advancing advertising and marketing research. Under his leadership, the ARF has championed rigorous measurement standards, cross-media audience research, and evidence-based approaches to advertising effectiveness, making him a central figure in shaping how the industry understands and validates media investment. He has been a consistent voice on issues ranging from brand safety and ad fraud to the evolving science of attention metrics and cross-platform measurement. Before joining the ARF, McDonald served as Senior Vice President of Research at Condé Nast, where he led audience research and insights for one of the world's most prestigious magazine publishing companies. Prior to that, he held senior research roles at Time Inc., another major publishing powerhouse, giving him deep expertise in print and digital media measurement. His career spans decades of work at the intersection of media, consumer behavior, and advertising research. McDonald is widely respected as a thought leader who bridges academic rigor and industry practice. He is a frequent speaker at major industry conferences, contributes to scholarly and trade publications, and has been instrumental in driving the ARF's initiatives around the science of advertising, including its work on attention measurement, cross-media reach, and the reliability of research methodologies used across the advertising ecosystem.
Career
President & CEOCurrent
Senior Vice President, Research
Director of Consumer Research
Roles with a cited source. All linked roles are in the Roles tab.
Expertise & education
Expertise
Education
- PhD, University of Michigan (Communications/Social Science)
- BA, University of Michigan
Speaking topics
Recognition
Notable achievements
- Led the ARF as President & CEO, elevating its role as the industry's primary body for advertising research standards
- Championed the ARF's work on attention measurement, helping establish it as a credible emerging currency in media planning
- Oversaw ARF initiatives on cross-media reach and frequency measurement amid the fragmentation of media consumption
- Drove ARF's focus on research quality and replication standards in advertising science
Publications
- Contributions to Journal of Advertising Research
- ARF white papers and industry research reports