Industry Initiatives and Partnerships | ANA

Industry Initiatives and Partnerships

Championing causes to make the industry stronger and more knowledgeable.

Ad Council

ANA CEO Bob Liodice is on the Board of Directors for the Ad Council, a private, nonprofit organization that is the nation's leading producer and distributor of public service advertising (PSA) campaigns.


Ad-ID, developed by the 4A's and the ANA, is the industry standard for identifying advertising assets across all media platforms.

Alliance for Audited Media (AAM)

AAM, a leader in verification and information services, helps ANA and its members deal with a wide range of complex and controversial issues associated with digital advertising.

ANA Marketing Futures

With a focus on innovative topics and emerging trends, ANA Marketing Futures provides member cases, research studies, and insight from industry innovators that influence and inform.

ANA Trust Consortium

The ANA Trust Consortium is designed to help marketers advance the interests of their brands and provide them with the tools they need to keep supply chain participants honest and transparent.

Brand Safety Institute (BSI)

The ANA is a founding stakeholder of BSI, established to professionalize and advance the executive capacity needed at every company to protect their brands through research, accreditation, networking, and education.

Cannes Lions

ANA partnered with the Cannes Lions International Festival of Creativity, which explores the value of creativity in branded communication, to launch the CMO Growth Council in 2018.

Coalition for Better Ads

ANA joined forces with industry leaders from around the globe to form the Coalition for Better Ads to improve consumers’ experience with online advertising.

Digital Advertising Alliance (DAA)

DAA is a consortium of the leading national advertising and marketing trade groups, including the ANA, that together deliver effective, self-regulatory solutions to online consumer issues.

Data Privacy Framework

Global marketing companies and service providers can select ANA as your approved mediator and compliance provider for transferring data from the EU, UK or Switzerland to the United States.


DMAchoice is ANA’s signature data hygiene tool which can save thousands of dollars in prospect mailings while being responsive to consumers’ marketing and privacy choices. DMAchoice is the trusted name and mail removal service that is a best practice in the industry.

Email Experience Council (EEC)

ANA’s EEC is the premier organization for email marketing professionals. Its mission is to be the voice of the email marketing community, and the source of knowledge and expertise for new entrants and seasoned practitioners.

Free The Work

Free The Bid, supported by ANA’s SeeHer, made a measurable difference for women directors in the advertising industry, and has evolved into Free The Work, a curated talent discovery platform of underrepresented creators.

The Global Alliance for Responsible Media (GARM)

Founded by World Federation of Advertisers members, including ANA, and championed by the ANA CMO Growth Council, GARM is a global collaboration of agencies, media companies and platforms, and industry associations aiming to improve digital safety.

The Internationalist

ANA has partnered with The Internationalist, an organization serving the brand-building needs of the international advertising, marketing, and media community, to broaden the global conversation around purposeful marketing.

The Joint Policy Committee (JPC)

The JPC was established in 1962 by the ANA and the 4A’s to represent the industry in negotiations with unions representing performers and musicians who perform in commercials.

The Marketing Accountability Standards Board (MASB)

MASB, which ANA has partnered with on several research reports, establishes and advances accountable marketing practices that drive brand and business growth through linking marketing activities to financial outcomes.

Media Rating Council

ANA is a member of the Media Rating Council, which aims to secure measurement that is valid, reliable, and effective by setting standards and conducting audits performed by an independent CPA firm.

National Advertising Review Board (NARB)

NARB is the appellate body for the advertising industry’s program of self-regulation. NARB is made up of national advertisers, advertising agencies, and public members nominated to by associations that include ANA.

The Partnership for Responsible Addressable Media (PRAM)

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.

Privacy for America

ANA is a steering committee member of Privacy for America, a coalition of leading trade organizations and companies advocating for strong national consumer data privacy and security legislation.


The ANA and 4A’s conduct broadcast talent negotiations with the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA) through the Joint Policy Committee, or JPC.

Trustworthy Accountability Group (TAG)

TAG, a joint marketing-media industry program the ANA helped found, is designed to eradicate digital advertising fraud, malware, ad-supported piracy, and other deficiencies in the digital communications supply chain.

Unstereotype Alliance

ANA is a member of the Unstereotype Alliance, convened by UN Women, the United Nations entity for Gender Equality, as a thought and action platform seeking to eradicate harmful gender-based stereotypes in all media and advertising content.

World Federation of Advertisers (WFA)

WFA, of which ANA is a member, is the voice of marketers worldwide, representing 90 percent of global marketing communications spend – roughly $900 billion per annum.