Measurement and Accountability

Measurement and Accountability is critically important to advertisers as it sets the foundation for business success. For marketers, measurement is the key to gaining insights into all aspects of their business, carrying out successful ad campaigns, making business decisions and driving growth opportunities.

The ANA invites marketers to leverage its Measurement for Marketers (MFM) practice, which drives needed changes in measurement, educates marketers on business impacting initiatives, and builds a measurement and research community furthering innovation and knowledge exchange.

The Challenge

New market developments and a highly fragmented media landscape have challenged traditional measurement approaches and created significant knowledge gaps for marketers. Companies are challenged to measure a highly complex and fragmented audience across various devices, platforms, and channels.

The ANA’s Response

The Measurement For Marketers (MFM) practice helps marketers navigate a complex measurement ecosystem while leading industry-wide initiatives like the ANA's Cross-Media Measurement (CMM) initiative, which focuses on creating a transparent, privacy-centric measurement solution that provides complete measures of all ad exposures.

Podcast Clips

What Are the Biggest Relationship Marketing Measurement Challenges?

4 days ago

Jamie Gier, CMO at DexCare, shared what she believes is the biggest challenge when it comes to relationship marketing measurement during an episode of Champions of Growth.

Event Recaps

Brand Building with Addressable Advertising

1 week ago

Charlotte Lipman and Sam Oyekoya from DIRECTV Advertising explained innovative use cases for addressable advertising solutions across linear, CTV, and pause ads, demonstrating how these technologies can be leveraged to create stronger brands.

Knowledge Partners

Crafting an Effective Gen AI Measurement Plan

by Emily Merkle, 3 weeks ago

Phaedon’s Emily Merkle shares tips for brands looking to establish a well-designed measurement plan for Gen AI implementation.

Industry Conferences

No events are currently scheduled. Please check back for future events or click the button below to see all available industry conferences.

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Training

Equipping marketers with the skills they need to advance their careers, their brands, and the industry.

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1-Day Conferences

October 30th

The Measure of Success: Elevating Marketing through Measurement hosted by Google (In-Person Only)
New York, NY

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Webinars

September 25th	The Virtuous Cycle of Customer-Centric Marketing: Fueling Today’s Results and Long-Term Growth 30 Minutes
October 16th	Sales & Marketing Integration Through Personalization and Harnessing Data 30 Minutes
October 24th	Give Your Brand Tracking a Lift: Brand Tracking Principles and Perspectives 30 Minutes

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Committees

Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.