Committee Thought Leadership

Increasingly, ANA committees play thought leadership roles in addressing key industry issues.  Examples include:

  • Production Transparency in the U.S. Advertising Industry
    This in-depth ANA report concludes that transparency concerns in production exist at multiple agencies and holding companies. Ten recommendations for advertisers are provided to address these concerns.

  • Programmatic: Seeing Through the Financial Fog
    With the rapid adoption of programmatic media, the supply chain has quickly become complicated — regarding agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, and publishers. To many, the result is a financial "fog." ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC commissioned a study which provides practical solutions to help advertisers take greater control of their programmatic investments and to investigate the costs and economics of the programmatic ecosystem.

  • The Bot Baseline 2016-2017: Fraud in Digital Advertising
    The headline from the third edition of the ANA/White Ops Bot Baseline report is, "The War on Global Digital Ad Fraud is Winnable!" The study is based on an analysis of the digital advertising activity for 49 ANA members between October 2016 and January 2017. Fraud losses for 2017 are estimated to be $6.5 billion globally, down 10 percent from the $7.2 billion reported in last year's study. Traffic sourcing is still the major risk factor for fraud. Meanwhile, the very best ANA member performers — those study participants in the top quintile (20 percent) of performance — have shown dramatic positive outcomes. Extrapolated globally, those top performers would project only $700 million lost globally to fraud in 2017. Our recommended action steps are drawn from what the top performers have put into practice.

  • One Year Later: How ANA Members Are Addressing Media Transparency Issues
    Sixty percent of ANA members have taken action steps in the past year to address media transparency issues. The most common action step related to the advertiser/agency contract. Audits and changes to programmatic buying practices also received attention.

  • Use of Social Media and Advanced Technologies for Sponsorship
    The great majority of ANA members are using social media to support sponsorship activations, either before, during, or after a sponsorship. Meanwhile, slightly less than half use advanced technologies – such as 360-degree photography, beacons, virtual reality – to support sponsorship. This research also covers areas including reasons for use, platforms employed, and measurement while providing a number of case study examples.