The Media & Measurement Leadership Council

The ANA Media & Measurement Leadership Council (MMLC) brings together senior media and research leaders from leading brands to advance how media investments are deployed, measured, and optimized for growth.

Grounded in outcomes, the MMLC unites the collective voice and influence of the advertiser community to address shared industry challenges that limit effectiveness and inhibit brand and business performance.

Through a focused, action-driven agenda, the MMLC works to set the industry’s media priorities — delivering solutions that unlock greater value, strengthen accountability, and drive measurable impact across the marketing ecosystem.

• Chair: Shenan Reed, Global Chief Media Officer, General Motors

The MMLC is overseen by the following ANA staff:

• Jason Trubowitz, SVP

Why It Matters

The media and measurement landscape continues to grow more complex, from transparency and ad fraud to brand safety, cross-media measurement, and investment in diverse media. Without greater coordination, these challenges lead to inefficiencies and wasted spend across the ecosystem.

Advertisers, who fund and shape the marketplace, have a critical opportunity to drive change. By aligning around shared priorities, they can reduce waste, strengthen accountability, and ensure their investments deliver greater impact.

The MMLC plays a central role in advancing this agenda — helping marketers reclaim value, improve media effectiveness, and accelerate business and brand growth while establishing a more balanced, accountable ecosystem.

Areas of Focus

Interested in Joining?

If your brand is an ANA member and interested in joining the ANA Media & Measurement Leadership Council (MMLC), we welcome your participation. Council membership is open to the senior-most leader or department head responsible for media planning and/or media measurement at ANA member brands.

The MMLC aims to transform the media ecosystem by recommending solutions that deliver value for advertisers. This includes cutting waste, improving how media is measured and bought, and pushing for more transparency, inclusion, and sustainability. The goal is to provide marketers with the tools and standards they need to make smarter media decisions and drive more value from their media investments. By working together, we’re helping shape a media ecosystem that’s more effective and built for long-term growth.

To learn more or get involved, please contact ANA SVP Jason Trubowitz.

Recent Thought Leadership

• Media Briefing Best Practices and Guidelines (May 2026)
  This report outlines best practices for building stronger media briefs by establishing clearer processes and ensuring key elements such as KPIs, audiences, budgets, or non-negotiables are consistently addressed to improve alignment and efficiency across teams.
• The Continued Acceleration of Principal Media (March 2026)
  This updated report on principal media explores the continued growth of principal-based media buying since the release of the 2024 report, highlighting increased marketer adoption, ongoing transparency and governance concerns, and recommendations to help marketers better manage risks related to contracts, approval processes, and audit rights.
• Connected TV: Unlocking Sustainable Growth Through Smarter Media Planning (October 2025)
  This report, released in partnership with Scope3 and ANA member brands including Chipotle, GM, Honda, HP, Mastercard, and Prudential, explores how advertisers can incorporate sustainable practices into CTV buying without sacrificing performance. By applying smarter planning and optimization strategies, brands can cut carbon emissions, reduce media waste, and improve efficiency.
• Retail Media Internal Management Guidance (September 2025)
  This guidance was developed in collaboration with several Retail Media Working Group member brands to address internal Retail Media challenges and share action steps to strengthen in-house operations and improve cross-functional alignment.
• Programmatic Transparency Benchmark Findings (May 2025)
  This was launched as a continuation of the work and recommendations from the December 2023 report and now includes CTV, offering a more comprehensive view of the programmatic media landscape.
• Sustainability in Media Planning: How Brands Can Start Reducing Carbon Emissions in Advertising (September 2024)
  In this groundbreaking study, the ANA worked with Scope3 and major brands from the Media & Measurement Leadership Council, including Coca-Cola, GM, Kimberly Clark, Kroger, Mars, and Mondelez to determine the immediate opportunities to reduce their carbon emissions.
• Retail Media Networks: Optimism Tempered with Caution (July 2024)
  While retail media networks (RMNs) have been around for well over a decade, they have really come into their own over the past few years. This ANA report concludes that, “Retail media networks have a measurement issue...and therefore better measurement of RMNs is clearly required.”
• The Acceleration of Principal Media (May 2024)
  Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing.
• ANA Programmatic Media Supply Chain Transparency Study: Complete Report (December 2023)
  The ANA teamed with risk advisory firm Kroll to field a study with the goal of illuminating, clarifying, and demystifying the U.S-based programmatic supply chain.
• Guidelines for Getting Started When Investing with Diverse Media Companies (September 2023)
  The ANA and the 4A’s partnered on a new set of guidelines designed to help companies increase their investments in diverse media companies. The guidelines are intended to help those marketers who are interested in supporting diverse suppliers but are still sitting on the sidelines and not sure where to begin.