Measurement for Marketers | ANA

Strategically setting, leading, and supporting the execution of marketing's measurement agenda.

Measurement is a core discipline of marketers and is deeply woven into all aspects of today's marketing agenda. Measurement is the key to gaining crucial business insights, carrying out successful ad campaigns, making data-driven business decisions, and generating strategic growth.

Marketers can leverage the Measurement for Marketers (MFM) practice, which drives needed changes in measurement, analytics, and research. MFM helps marketers navigate a complex measurement ecosystem, while educating them on business-impacting changes and fostering a measurement and research community.


MFM's leadership helps marketers through:


Education on business-impacting changes and initiatives.


Leadership of industry initiatives, including the ANA Cross-Media Measurement Initiative.


Community creation for marketing and media measurement practitioners.

Upcoming Events

National Industry Conferences

Experience a mix of insightful content, networking, and entertainment at these high-quality events.

September 16th 2024 ANA Measurement & Analytics Conference presented by Google
September 8th 2025 ANA Measurement & Analytics Conference
Measurement & Accountability Committee

Offering measurement executives, researchers, digital analysts, and consumer insight specialists an opportunity to foster a measurement community and drive measurement standards and research best practices.

No events are currently scheduled. Please check back for future events or click the button below to see all available measurement & accountability committee.

Measurement Webinars

Hear from ANA Measurement partners and industry experts on timely, relevant, and innovative topics in the measurement and research landscape.

April 25th The Future of Marketing Effectiveness is AI-Driven
30 Minutes
June 6th Retail Reinvention: Leveraging Consumer Purchase Data for Market and Media Mastery
30 Minutes

ANA Cross-Media Measurement Initiative

Delivering a complete and transparent view of ad exposure across all media.

New market developments and a highly fragmented media landscape have challenged traditional measurement approaches and created significant knowledge gaps for marketers. One of the biggest challenges facing marketers is the inability to assess how many people their ad campaigns reached and how often across all media.

The ANA Cross-Media Measurement Initiative is focused on creating a transparent, privacy-compliant measurement solution using a first-party data-based approach. Led by marketers, this industry-wide initiative unites stakeholders spanning the entire advertising ecosystem, including digital platforms, media companies, the VAB, 4A's, and their corresponding members. Strategic partners also include the MRC, serving as a key advisor, and industry vendors, operating as executing parties. See the full list of project partners (PDF).

Join the Cross-Media Measurement Initiative

Please email to learn more about joining this initiative.

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Industry Research

The ANA's MFM practice is committed to conducting research in the evolving media measurement space. Through groundbreaking new studies and advanced research, MFM seeks to further innovation that propels the industry forward.

Multi-Currency TV Market Study

The ANA recently partnered with 4A's, CIMM, and Deloitte to conduct a study on industry perspectives on the transition to a multi-currency national TV market.

See the full study

Data, Tech, and Measurement Partners