Measurement and Accountability | ANA Growth Agenda | ANA

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

The Missing Piece in the Revenue Marketing Engine

by Joe McNeill, 4 weeks ago

In this article, Joe McNeill, CRO, Influ2 will provide advice on how companies can utilize people-based advertising and engagement data to target the right individuals more accurately with the right messages, while enhancing conversion rates and improving pipeline velocity. Joe will also detail how marketing can help sales understand who to call and what to say using contact-level intent to help eliminate sales-marketing misalignment.

Knowledge Partners

The Power of Brands in Podcasts

4 weeks ago

The latest report from Sounds Profitable’s research series on the podcast landscape offers fresh insights about listeners of branded podcasts and brand enthusiasts.

Money Slides

Marketers' Confidence in Measurement by Channel, by the Numbers

4 weeks ago

Walton Isaacson shares eMarketer survey data that gauges marketers’ confidence in their capabilities for measuring the ROI generated by various marketing channels.

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.