The use of data to derive insights, develop creative, traffic communications, and measure and optimize performance is vital, and it's evolving fast. Platform and regulatory changes like the deprecation of third-party cookies and the advent of new privacy laws around the world will require new consumer-focused and privacy-compliant solutions as well as new marketing skills to responsibly reach the intended audience, improve customer experience, and drive growth.

We're focused on providing products and services — such as training, committees, conferences, webinars, and detailed summary reports — to help members understand and effectively navigate the evolving addressability landscape while enhancing and optimizing their prior and future investments.

The assets below were created as part of the Addressable Media Action Plan, which was designed to quickly respond to some of the priority challenges our members are facing as they prepare for platform and consumer behavioral shifts related to the respectful and transparent use of data in marketing.

This 2021 research focused on current consumer perspectives related to online tracking, opt-in vs. opt-out, and the process associated with each of these experiences on iOS given their recent launch of the ATT prompt.

This report is focused on the methods and best practices companies are employing to gain consent responsibly within web, app, and email environments as discussed during a mid-July workshop with 14 senior marketers from brands, agencies, and technology companies.

This 2021 flash survey focused on CMOs' awareness of platform plans to limit the use of third-party data and their preparedness to respond with more effective uses of first-party strategies and other industry solutions being proposed.

This paper is an informative summary of the most relevant recent global research on consumer sentiment related to privacy and the use of identity. It provides actionable steps for advertisers to consider as they adjust and plan to do business in today’s more privacy-responsible marketplace.

National Industry Conferences

2023 ANA Masters of Data & Technology Conference
April 12 – 14, 2023

Webinars

Upcoming Webinars:

Privacy Sandbox: What Marketers Need to Know About Maximizing Ad Relevance Without Third Party Cookies
 April 19, 2023

Previous Webinars:

Understanding and Navigating the New Identifier Solution Landscape as Technology & Policy Requirements Change
Recorded November 2, 2022

The Outlook for Identity in the Advanced TV Ecosystem
Recorded June 29, 2022

Google Privacy Sandbox Unpacked: What Marketers Need to Know in 2022
Recorded February 24, 2022

Partnership for Responsible Addressable Media: Community Update
Recorded August 6, 2021

Privacy Sandbox for Advertisers: What You Need to Know
Recorded May 13, 2021

The Partnership for Responsible Addressable Media (PRAM) was created to develop privacy-preserving principles, standards, and infrastructure for addressable communications between consumers and businesses that safely leverage data to improve campaign optimization and attribution, increase transparency among partners, support funding for content and services, and operate across channels.

More than 400 companies and over 1,000 individuals from around the world — including leadership from the ANA and many of the world's leading brands, agencies, publishers, ad tech partners, and platforms — participated from its launch in August 2020 until its work was complete in February 2022, when it focused on operationalizing and scaling its efforts to educate and enable members to safely and effectively navigate both the Identifier and Non-Identifier spaces in search of the appropriate portfolio approach as the addressability evolution continues to unfold over the next several years.

PRAM transitioned the process for certification, education, and enforcement around Addressable Media Identifiers (AMIs) to the Digital Advertising Alliance (DAA) and the ANA launched this new Addressability Practice to focus on Non-Identifier approaches that seek to provide similar advertising and operations functionality, such as device-based cohorts, on-device processing, context-based ads, and emerging privacy-enhancing technologies.

Apple

• Apple User Privacy and Data Use

Google

• The Privacy Sandbox
• Google Chrome Privacy Sandbox
• Privacy-First Advertising On The Web with Google's Chetna Bindra

Identifier Solutions

• Prebid Identifier Solutions
• The Trade Desk: Unified ID 2.0

Microsoft

• GitHub: PARAKEET

Google Ads, Commerce, and Chrome Blog Updates

• Expanding testing for the Privacy Sandbox for the Web (blog.google) (July 27, 2022)
• The future of privacy — and how you can prepare (July, 2021)
• An updated timeline for Privacy Sandbox milestones (June 24, 2021)
• Our commitments for the Privacy Sandbox (June 11, 2021)
• Future-proof your measurement with privacy-safe solutions (May 13, 2021)
• Helping publishers thrive in today's privacy environment (May 11, 2021)
• Conversion modeling through Consent Mode in Google Ads (April 15, 2021)
• Privacy-first web advertising: a measurement update (April 9, 2021)
• Charting a course toward a more privacy-first web (March 3, 2021)
• Building a privacy-first future for web advertising (January 25, 2021)
• Improving privacy and security on the web (May 7, 2019)

Government Relations

Our Washington, D.C. team provides a rigorous legislative and regulatory defense of marketers on the national and state levels.

For more about our advocacy efforts, please visit our Government Relations page.

Data, Technology, and Measurement

Among the most important initiatives within the ANA Growth Agenda are those centered on data, technology, and measurement — the engines that will lead marketers into the future. And yet, this is an area where marketing leaders may not be well-versed. Working together as an industry, we will harness the power and promise of data and technology to attain peak performance.

For more about our advocacy efforts, please review our Data, Technology, and Measurement resources.

Contact a member representative today

Already a member?

See how you can get involved with the ANA Addressability Practice. Contact Michael Donnelly at mdonnelly@ana.net for more info.