The Association of National Advertisers (ANA) is in negotiations with Kantar Media to build a single source cross-media calibration audience panel in the United States.

In addition, the ANA established an entity, ANA Aquila, to execute a CMM system that provides unduplicated reach and frequency in the U.S. This entity will also manage the partnership with Kantar once finalized. The entity will be led by the ANA with an advisory board representative of advertiser and platform founders.

“After sufficient testing and validation, the ANA’s CMM initiative is preparing to move to the next phase of bringing a scaled U.S. CMM solution to unlock value for all stakeholders and deliver an improved ad experience for all U.S. audiences and segments through transparent measurement,” said Bill Tucker, Group EVP, ANA.

The ANA CMM Initiative is an ANA strategic priority designed to improve advertiser decision-making by enabling unduplicated reach and frequency at the campaign level and is supported by the ANA board, and the ANA’s 200+ Global CMO Growth Council and the ANA’s Media and Measurement Council. The MRC serves as an independent advisor to the ANA CMM initiative. The endeavor will eliminate waste due to excess frequency estimated at $50 billion over a three-year period and deliver an elevated ad experience for audiences through transparent measurement.