Advertising Research Foundation Inc

New York, NY · Founded 1936

Advances scientific research standards and best practices in advertising, marketing, and media measurement

Primary audience
Marketing professionals
Work area
Research standards
Topic
Advertising measurement
Contact
Paul Donato
Website Contact

About Organization

The Advertising Research Foundation champions unbiased, high-quality research to advance the scientific practice of advertising and marketing. Based in New York, NY, the organization has operated since 1936, generating $10.6 million in annual revenue with a team of 53 employees and 14 volunteers.

What They Focus On

Measurement Standards

Develops and validates scientific methodologies for measuring advertising effectiveness and media consumption across platforms

Research Quality

Ensures objectivity and rigor in marketing research through peer review, validation studies, and industry guidelines

Industry Education

Advances professional capabilities through training programs, conferences, and publications on research best practices

Financial Information

Form 990 data showing organizational financial health and growth.

Revenue (2024)

$10.6M

-5.3% vs 2023

Expenses (2024)

$10.5M

-2.9% vs 2023

Assets (2024)

$8.8M

-2.7% vs 2023

Employees (2024)

53

-8.6% vs 2023

Year Revenue Expenses Assets Employees
2024 $10,589,011 $10,507,125 $8,822,392 53
2023 $11,181,010 $10,820,401 $9,066,561 58
2022 $10,116,267 $9,707,768 $8,985,759 55
2020 $7,143,778 $6,908,134 $4,794,102 37
2019 $7,745,961 $7,826,264 $4,252,749 45
2018 $7,558,283 $7,912,610 $4,216,629 45

Source: IRS Form 990 filings. All figures in USD.

How They Work

Learn more
  • 01

    Research Design

    Develops rigorous methodologies and protocols for advertising and marketing effectiveness studies

  • 02

    Member Collaboration

    Convenes industry experts and researchers to validate approaches and ensure objective standards

  • 03

    Data Analysis

    Conducts independent research and evaluates member studies using established scientific frameworks

  • 04

    Knowledge Dissemination

    Publishes findings and hosts events to share research insights across the industry

Programs and Initiatives

Services and programs offered by Advertising Research Foundation Inc

Research Standards Development

Establishes industry-wide standards and methodologies for advertising effectiveness measurement and marketing research quality

Knowledge Sharing

Facilitates exchange of research insights through conferences, publications, and member forums for advertising professionals

Industry Research

Conducts and publishes objective studies on advertising effectiveness, media measurement, and consumer behavior trends

Professional Education

Provides training and certification programs to advance research capabilities among marketing and advertising professionals

Team & Leadership

Meet the people behind Advertising Research Foundation Inc.

Noah Carr

Noah Carr

Milgard School of Business at the University of Washington, Tacoma
John Gayanalo

John Gayanalo

Product Manager, ListenFirst
Tiffany Terilli

Tiffany Terilli

Senior Client Insights Lead, Comscore
Kimberly Sbordone

Kimberly Sbordone

Senior Research Analyst, Ipsos
PD

Paul Donato

Chief Research Officer
Full-time
Compensation: $298,001
MH

Michael Heitner

Chief Growth Officer
Full-time
Compensation: $278,833
ER

Elyssa Rubin

CFO
Full-time
Compensation: $248,661
RF

Rachael Feigenbaum

SVP, Events Program Produc
Full-time
Compensation: $208,533
KS

Keith Smith

Managing Director
Full-time
Compensation: $155,476
NT

Nikole Tenbrink

VP, Marketing
Full-time
Compensation: $190,432
JM

Jay Mattlin

VP, Research
Full-time
Compensation: $181,618
GL

Gwen La Fantasie

VP, Membership
Full-time
Compensation: $164,796
SM

Scott McDonald

Board Member/Pres & CEO

Milestones

1936

Foundation Established

1936

Organization founded to advance scientific research standards in advertising and marketing

1943

IRS Recognition

1943

Granted tax-exempt status as professional organization focused on research advancement

2020

Post-Pandemic Adjustment

2020

Reduced operations to $7.1 million revenue with 37 employees during industry challenges

2023

Revenue Peak

2023

Reached $11.2 million in annual revenue with 58 employees at peak capacity

Associated People

Board members, advisors, and key contributors

Board of Directors

SM
Scott McDonald Board Member/Pres & CEO 40.00 hrs/week · $538,542
AM
Abhilasha Mehta Board Member/Secretary 1.00 hrs/week
AS
Andy Smith Board Member (To 6/12/24) 1.00 hrs/week
BL
Bill Livek Board Member/Treasurer 1.00 hrs/week
CM
Carl Mela Board Member 1.00 hrs/week
CF
Chris Fosdick Board Member 1.00 hrs/week
CT
Christine Turner Board Member 1.00 hrs/week
CF
Colleen Fahey Rush Board Member 1.00 hrs/week
GP
Greg Pharo Board Member 1.00 hrs/week
KS
Kirti Singh Board Member 1.00 hrs/week
MT
Mark Truss Board Member/Vice Chair 1.00 hrs/week
MA
Mary Ann Packo Board Member (To 6/12/24) 1.00 hrs/week
NB
Neha Bhargava Board Member 1.00 hrs/week
NW
Nicole Whitlow Board Member 1.00 hrs/week
NM
Nishat Mehta Board Member/Chair (To 6/12/24) 1.00 hrs/week
PD
Pete Doe Board Member 1.00 hrs/week
RS
Radha Subrmanyam Board Member 1.00 hrs/week
SB
Sean Bruich Board Member (To 8/15/24) 1.00 hrs/week
SM
Steven Millman Board Member 1.00 hrs/week
TP
Tim Perzyk Board Member/Treasurer (To 6/12/24) 1.00 hrs/week
Shruti Agarwal
Shruti Agarwal Sr. Product Marketing Manager, Amazon Ads – Measurement, Insights & Planning
Carolyn Bykowski
Carolyn Bykowski Senior Director of CMI Predictive Analytics & Insights, Unilever
Kelsey Barry
Kelsey Barry Global Insights Solutions Manager, Samsung Ads' Marketing & Analytics Group
Lucy Garate-Barros
Lucy Garate-Barros Sr. Market Research Manager, Brand, Advertising, and Research (BAR), Microsoft Corporation
Maria Barva
Maria Barva Senior Director, National Research & Analytics, iHeartMedia
Sophia Cherian
Sophia Cherian Market Research Consultant, Optum
Margo Chorazy
Margo Chorazy Global Director, Advertiser Research & Intelligence, Spotify
Latoya Christian
Latoya Christian Founder & Principal, Brazen Media Consulting
Shari Cleary
Shari Cleary Former Head of Research & 3rd Party Measurement, Google
Lauren Cosby
Lauren Cosby VP, Product Management, Circana
Jackie Day
Jackie Day Inclusive Insights and Analytics Director, WPP Media
Wendi Dunlap
Wendi Dunlap EVP, Business Intelligence and Audience Science, Mediahub
Kym Frank
Kym Frank Senior Vice President, Ad Sales Research, FOX Corporation
Colleen Funkey
Colleen Funkey Owner, Grey Zebra, Consumer Insights & Brand Strategy Consulting
Caroline Hewett
Caroline Hewett SVP, Market & Brand Strategy, Ipsos, NA
Abigail Hollister
Abigail Hollister Partner, The Rational Heart
Divya Kaur
Divya Kaur SVP, Growth Analytics, IPG Mediabrands
Siani Kiyonaga
Siani Kiyonaga Product Strategy, Senior Manager, Toyota Motor Credit Corporation
Vita Molis
Vita Molis Head of B2B Institute, NAMER, LinkedIn
Neelima Panuganti
Neelima Panuganti Director, Commercial Spend Measurement, General Mills
Jennifer Pelino
Jennifer Pelino Chief Commercial Officer and President, Sports Innovation Lab
Renata Policicio
Renata Policicio SVP, Research, Direct to Consumer and Streaming, Warner Bros. Discovery
Rachael Ryan
Rachael Ryan Head of Research & Insights, North America & Global, TikTok
Divya Singla
Divya Singla VP, Decision Sciences, UM Worldwide
Lindsey Woodland
Lindsey Woodland Senior Vice President, Client Data Science, iSpot
Rachael Feigenbaum
Rachael Feigenbaum SVP, Events, Advertising Research Foundation
Kristin Ace
Kristin Ace Director of New Business and Membership, Advertising Research Foundation

Information compiled from IRS Form 990 and organizational materials.

Executive Compensation

Top compensated officers & key employees from IRS Form 990

Total Reported (2024)

$2.4M

Highest Paid

$551K

Scott Mcdonald

Compensated Officers

9

Name Title Base Other Total Hrs/Wk
Scott Mcdonald Board Member/PRES & CEO $538,542 $12,354 $550,896 40
Paul Donato Chief Research Officer $298,001 $21,179 $319,180 40
Michael Heitner Chief Growth Officer $278,833 $21,168 $300,001 40
Elyssa Rubin CFO $248,661 $26,320 $274,981 37.5
Rachael Feigenbaum SVP, Events Program Produc $208,533 $25,132 $233,665 40
Nikole Tenbrink VP, Marketing $190,432 $23,518 $213,950 40
Jay Mattlin VP, Research $181,618 $7,417 $189,035 40
Gwen La Fantasie VP, Membership $164,796 $17,003 $181,799 40
Keith Smith Managing Director $155,476 $5,829 $161,305 40

Source: IRS Form 990 filings. Compensation includes base and other reported compensation.

COVID-19 EIDL Loans

Economic Injury Disaster Loan Program (2020-2021)

1 loan

Total Borrowed

$150K

Subsidy Cost

$20K

14% of loan

Loan Count

1

Loan Details

$150,000
Subsidy: $20,430
Date Jun 16, 2020
Location New York, NY
Borrower Advertising Research Foundation, Inc.

TO PROVIDE LOANS TO RESTORE AS NEARLY AS POSSIBLE THE VICTIMS OF ECONOMIC INJURY TYPE DISASTERS TO PRE-DISASTER CONDITIONS

Source: Small Business Administration • Economic Injury Disaster Loan Program (2020-2021)

Related Organizations

1 affiliated entity reported on IRS Form 990 Schedule R

1

Tax-Exempt Affiliates

1
Arf Charitable Foundation Inc
New York, NY
Fundraising For Related Organizations
501(c) 501(C)(3)

Source: IRS Form 990, Schedule R (Related Organizations and Unrelated Partnerships)

Contact

Get in touch with Advertising Research Foundation Inc

Phone

(212) 751-5656

Social

Visit Website
432 Park Avenue South New York, NY 10016