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

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.

Upcoming meetings:

February 7

April 25

Previous meetings:

November 1, 2022 | September 29, 2022 | May 24, 2022

Virtual Conference

Advancements in Measurement

Outlining the accelerating forces of change in measurement and marketing. This conference will include new and cutting-edge measurement techniques.

May 23-24, 2023

See highlights from the 2022 conference


Upcoming webinars:

Hitting Pause: Why Streaming Depends on New Ad Formats
February 23

Previous webinars:

Next-Level ROI: Investing in Diverse Audiences and Content
Available to watch on-demand. Recorded December 8, 2022.

Groundbreaking Outcomes, Data Quality, and Attribution Standard
Available to watch on-demand. Recorded November 16, 2022.

ANA Data, Analytics & Measurement Conference

The ANA Data, Analytics & Measurement Conferences showcase the top priorities for the measurement, data, and research industry in a single event with high profile speakers and industry-game changers.


Mark Your Calendars

Join us at the 2023 Data, Analytics & Measurement Conference on August 21-23 in Chicago, Ill. to connect with your peers and tap into the latest insights.

Register today

See What You Missed

Watch the highlight video from the 2022 ANA Measurement & Accountability Conference, which showcased the benefits of measurement and the value it provides to all areas across an organization.

Revisit last year's event

Speaker Opportunities

Measurement for Marketers is always looking for qualified presenters for our various events, providing valuable insights and learnings into the world of measurement.

Contact us to learn more

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.

contact us

Industry Research

The ANA's MFM practice is committed to conducting research in the ever-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