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.

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

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

Webinars

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.

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).

VAB and 4A’s Join ANA Cross-Media Measurement Effort
December 23, 2021

ANA Takes Next Major Step in Cross-Media Measurement Project
November 1, 2021

ANA Takes Key Step in Cross-Media Measurement Effort
June 24, 2021

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.