Responsibly leverage data and technology to deliver effective brand engagement at scale.

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.

Research and Reports

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.

Consumer Perspectives on Online Tracking

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.

Global CMO Growth Council Survey Results

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.

Privacy and the Consumer

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.

Upcoming ANA Events


Addressability Committee

The ANA Addressability Committee is focused on assisting members in implementing their evolving addressability plans within web and mobile environments in the near term and other mediums such as TV, OOH, audio marketing/commerce applications, and more in the longer term.

Learn more.

ANA Addressability Updates

ANA's daily emails feature the latest news, events, and relevant content. Please take a moment to ensure your ANA email preferences include selections for Data, Technology, and Measurement to harness the power and promise of evolving technology and steward responsible marketing.

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The Partnership for Responsible Addressable Media

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.

With a strategic four Working Group model in place, PRAM's Business Practices Working Group assembled a panel of experts to debate, align, and publish a compendium of Priority Business Use Cases designed to inform the Privacy, Policy, and Legal Working Group's efforts, which resulted in the release of the Policy Framework for Addressable Media Identifiers, and the Technical Standards Working Group's efforts, which resulted in the release of four technical specifications and standards documents. All of these deliverables were then shared with marketers as part of the Education and Communication Working Group.

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.

 

Learn more at responsibleaddressablemedia.com.

Resources and Support

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.


Find out what ANA membership can do for you

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.