Scott McDonald - President & CEO, The Advertising Research Foundation (ARF), USA

Scott McDonald is the President & CEO of The Advertising Research Foundation (ARF). He is a New York-based media research consultant. Previously he was the President of Nomos Research. He is an Adjunct Professor at Columbia Business School. Formerly he was the Senior Vice President for Research & Insights at Condé Nast. In this capacity, he oversaw consumer, development, advertising and strategic research for all of the Condé Nast magazine and web properties – including such brands as Vogue, Architectural Digest, GQ, Wired, Epicurious, Glamour, Self, W, Details, Bon Appetit, Condé Nast Traveler and The New Yorker.

Current areas of research include consumer behavior with e-readers, tablets and mobile media; next-generation metrics for measuring media engagement and advertising effectiveness, and emerging economic models for media.

Scott has served on numerous industry boards. He has chaired both the Advertising Research Foundation, and the Print & Digital Research Forum.

He holds an A.B. in Sociology from the University of California at Berkeley and a Ph.D. in Sociology from Harvard University.