Measurement and Accountability

Measurement and Accountability is critically important to advertisers as it sets the foundation for business success. For marketers, measurement is the key to gaining insights into all aspects of their business, carrying out successful ad campaigns, making business decisions and driving growth opportunities.

The ANA invites marketers to leverage its Measurement for Marketers (MFM) practice, which drives needed changes in measurement, educates marketers on business impacting initiatives, and builds a measurement and research community furthering innovation and knowledge exchange.

The Challenge

New market developments and a highly fragmented media landscape have challenged traditional measurement approaches and created significant knowledge gaps for marketers. Companies are challenged to measure a highly complex and fragmented audience across various devices, platforms, and channels.

The ANA’s Response

The Measurement For Marketers (MFM) practice helps marketers navigate a complex measurement ecosystem while leading industry-wide initiatives like the ANA's Cross-Media Measurement (CMM) initiative, which focuses on creating a transparent, privacy-centric measurement solution that provides complete measures of all ad exposures.

Latest Content

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

Industry Insights

Why Marketers Need Real-Time Insights to Stay Ahead

by Phil Ahad, 1 day ago

For brands, customer data is everything. Established brands that have been collecting data for years have traditionally had the upper hand over their competitors — largely due to a goldmine of rich customer insights that help inform future business decisions. But times are changing, and historical insights aren’t quite as valuable as they once were.

Session Videos

Leveraging Cross-Channel TV to Find New Audiences and Challenge Rivals

1 week ago

In this video, Simulmedia’s Chief Revenue Officer, Lauren Fry, explains how the company’s unique TV+® platform for automated cross-channel planning and buying guarantees national reach across linear and CTV, without wasteful and costly audience duplication.

Session Videos

The Art (and Science) of Advertising and Audience in the Age of Converged TV

1 week ago

In this video, Innovid's Ahed Jendza and Cadillac's Marcie M. Pérez discussed how brands are leveraging data and technology to get a unified view of advertising and audiences.

Featured Events

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


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.