Measurement and Accountability

Facts, data, and reliable measurement systems are the foundations of high-quality brand and media decisions. Yet the marketing ecosystem lacks the capacity, transparency, and capability to elevate the standards of effective management.

The ANA invites marketers to leverage its Data & Analytics practice to improve business system protocols for data management, analytics, and accountability.

The Challenge

The digital revolution has brought vast and detailed information about consumer behavior, as well as technology that can automate, accelerate, and scale the analysis of empirically quantified data. Mastering this knowledge and using it to more effectively deploy campaigns, however, can prove difficult.

The ANA’s Response

The Measurement & Accountability Committee helps marketers optimize the return on their marketing and media investments while working closely with industry-wide initiatives like Making Measurement Make Sense (3MS), which is changing the way digital media is measured and transacted across the advertising industry.

Featured Content

Articles, insights, research, and more to advance your marketing and advertising.

Featured Events

National, regional, and online events to help you learn and grow throughout the year.

1-Day Conferences

No events are currently scheduled. Please check back for future events or click the button below to see all available 1-day conferences.


Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

See the Growth Agenda in action and learn more about how, as an industry, we're tackling the challenges ahead.

    Go Further

    Learn more about the four growth priorities and the 12 focus areas that comprise the ANA Growth Agenda.