ARF Names Donato Chief Research Officer


Nielsen CRO to guide ARF’s research-based insights efforts.

The Advertising Research Foundation (ARF) today announced that Paul Donato (pictured left) has been named Chief Research Officer. The appointment, effective October 1st, was made by Scott McDonald, President and CEO of the ARF.

A highly-regarded and veteran leader in advertising research, Donato was EVP and Chief Research Officer for The Nielsen Company for more than a decade. As CRO he was responsible for overseeing Nielsen Retail, Consumer, Mobile and Media Measurement Methodologies, and developed methods for integrating panel-based measurements with large machine-generated data sets, as well as technology-based future methodologies.

Donato co-founded WPP’s Media Research Business Unit and was CEO of Kantar Media from 1998 to 2001. He served as Technical Director for IBOPE Latin America and has led business units at Simmons and Audits and Surveys Worldwide.

Most recently, Donato founded Jatopond, a media and market research firm that provides consumer insights and supply chain research through the use of such technology as satellite imagery, location sensors and mobile tracking.

“At a time when there are so many contentious and challenging research issues facing the advertising industry, and when ARF member needs are evolving at an exponential rate, few research leaders have the depth and breadth of Paul’s experience or his track record,” says McDonald. “We are delighted to have the benefit of Paul’s knowledge and I know our members will greatly appreciate his energy and guidance in setting a research agenda to address industry needs.”

“It is a great privilege and fantastic opportunity to serve as CRO for the ARF,” says Donato. “The ARF has an incredible history of accomplishment and service to the industry and I look forward to working with Scott and his team to tackle some of the critical issues facing advertising, work that will profoundly affect the direction this industry takes.”

A past chairman of the ARF, Donato has served as member of the Consumer Council for the World Economic Forum and a member of the Singapore Economic Development Board. He has more than 10 patents using technology to measure human behavior. Donato holds an MA in Applied Sociology from SUNY Stony Brook and a BA in Sociology and Psychology.

About the Advertising Research Foundation

The Advertising Research Foundation is an organization dedicated to creating, curating, and sharing independent, scientific and objective advertising research, setting industry standards and promoting best practices. The ARF provides members with unique, research-based insights that enable members to build marketing leadership within their organizations. Founded nearly 80 years ago, the ARF’s members today include more than 400 leading brand advertisers, agencies, research firms, media and tech companies.



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