Measurement for Marketers | ANA

Leading 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:

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Community

Engage with and learn from the best and brightest marketing and media measurement practitioners in the industry.

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Education

Get the skills and resources to lead the industry and the latest information on business-impacting changes and initiatives.

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Leadership

Drive bold leadership visions and innovative programs, including the ANA Cross-Media Measurement Initiative.

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Connect with the ANA Measurement Community


Measurement & Accountability Committee

Join a community of measurement executives, researchers, digital analysts, and consumer insight specialists to drive measurement standards and research best practices.

December 5 Measurement & Accountability
Virtual Meeting
Measurement Webinars

Hear from ANA partners and industry experts on timely, relevant, and innovative topics in the measurement and research landscape in live sessions also available for playback on demand.

November 21 From Insights to Impact: Creating a Results-Driven Marketing Effectiveness Program in 2025
30 Minutes

Leverage the ANA's Measurement Insights


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.

Industry Research


Research Reports

Ultimate Playbook for Data Clean Rooms

3 weeks ago

Data clean rooms provide companies a secure and controlled environment to bring data together in a collaboration exercise for an analysis of a consolidated data set. Data clean rooms have a long way to go until they reach mass adoption by client-side marketing companies. This playbook is intended to close this gap.

Research Reports

ANA Ethics Code of Marketing Best Practices

3 months ago

The ANA Ethics Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.

Knowledge Partners

What Do Retailers Need to Do to Make the Most of First-Party Data?

4 months ago

This report from Intent HQ leverages insights from some of the industry’s top experts on how to build a clear roadmap for first-party data success.

ASK Answers

Marketing in a Cookie-Less World

5 months ago

What strategies are developing for marketers to deal with the cookie’s eventual demise?

Industry Perspectives


Event Recaps

ANA/Google Webinar: Perspectives on a New Era of Online Privacy

3 weeks ago

Industry leaders recently shared updates from the Privacy Sandbox team and insights from major players in the advertising technology space during a webinar on the future of digital privacy and advertising.

Money Slides

The Frequency with Which Different Age Groups Check Their Mail, Charted

4 weeks ago

The United States Postal Service (USPS) breaks down how often millennials and baby boomers, as well as members of generation X and generation Z check their physical mail.

Event Recaps

Data Ethics and Privacy Across the States

1 month ago

Senny Boone, SVP at the ANA, discussed data ethics and privacy during an October 2024 Data and Direct Marketing conference.

Event Recaps

Challenges Marketers Should Address with Cookie Deprecation and Strategies to Adapt

1 month ago

Martech executive Shivani Srivastava gave an overview exploring the impact of cookie deprecation on digital marketing, highlighting challenges in user tracking and providing strategies for marketers to adapt in a privacy-focused landscape.

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) and join us today.

Data, Tech, and Measurement Partners

Take the Next Step

To join the ANA Cross-Media Measurement Initiative or learn more about the ANA Measurement for Marketers practice, please email measurement@ana.net.

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