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Search returned: 151 document(s).
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The Resilient Rise of the In-House Agency: 2026 State of In-Housing Report
Research Reports June 22, 2026In the ANA's latest benchmark study on the state of in-housing, jurors are five times more likely to state that “marketers are in-housing more than ever” than “marketers are pulling back from in-housing.” Fifty-three percent agree that the primary role of in-house agencies is that of a strategic partner to participate in upstream strategy and deliver bold, brand-building work.
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Inclusive Marketing Excellence: Award-Winning Case Studies — Volume 2
Research Reports June 22, 2026Multicultural communities are not niche segments. They are shaping culture, commerce, and the future of brand building. The ANA has built a broader ecosystem of alliances, research initiatives, benchmarking studies, and industry collaborations designed to help marketers better connect with growth audiences and build stronger brands and businesses.
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The Confident B2B Marketer 2026
Research Reports June 15, 2026A Confident Marketer is a senior B2B marketing leader who is confident in their ability to measure marketing's impact on financial performance. In 2025, 39 percent of senior B2B marketers qualified. In 2026, 59 percent do. Learn about 12 behaviors that consistently separate Confident Marketers from their less confident peers.
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AI Transparency and Provenance Principles for Marketers
Research Reports June 11, 2026In an era when gen AI is reshaping the business landscape, the marketing industry has a unique opportunity and responsibility to lead with integrity. By establishing voluntary principles and fostering cross-sector collaboration, the industry can build a foundation of trust that benefits consumers, brands, and the broader digital ecosystem.
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Media Transparency: How Far Have We Come?
Research Reports June 1, 2026Results of a new ANA survey confirm that marketers have made some progress addressing media transparency issues, but not enough. Good news — 56 percent have updated their media agency contract(s) within the past year; 70 percent have done so within the past two years.
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Programmatic Transparency Benchmark: Q1 2026 Benchmark Findings
Research Reports June 1, 2026The Q1 2026 Benchmark shows a readjustment in price following the volatility of Q4 2025: overall efficiency has rebounded, but the market is becoming more divergent. Gains in TrueAdSpend were driven by improvements in delivery quality rather than transaction cost reductions as media CPM price pressures eased.
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Media Briefing Best Practices and Guidelines
Research Reports May 7, 2026Media teams today are being asked to do more than ever all while often starting from media briefs that leave too much open to interpretation. This report outlines and provides practical guidance on the core elements that should be included in every media brief, highlighting areas such as KPIs, audience definition, timing, budget, and non-negotiables.
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2026 World’s Most Valuable B2B Brands
Research Reports April 30, 2026The world’s most valuable B2B brands are, consistently, the organizations that have achieved the highest levels of marketing mastery. They understand that brand is not separate from demand—it is what makes demand possible, scalable, and more effective over time.
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The AI for Marketers Search Imperative: How Answer Engines Reshape Brand Discovery
Research Reports April 29, 2026While large‑scale CMO research illustrates the strategic importance of AI search, findings from the ANA AI Committee and Leadership Council underscore how deeply this shift is already influencing day‑to‑day marketing practice.
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MarTech Leadership Council Report: Talent & Organization
Research Reports April 17, 2026Senior marketing leaders recently shared candid insights on their organizational designs, where those models break down, and what they would change if given the opportunity to redesign from scratch. This report synthesizes those insights into a practical leadership guide on the structural, cultural, and operational evolution required to operate efficiently at scale in the modern marketing environment.
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The Ultimate Data and Step-by-Step Guide to Gen AI Search Optimization
Research Reports April 13, 2026Learn how generative AI search works, how it differs from SEO, and discover the seven essential strategies to improve brand visibility and discoverability across ChatGPT, Perplexity, Claude, Google AI Overviews and other AI search systems.
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A Guide to Driving Business Growth by Leveraging Inclusive Suppliers Within the Programmatic Ecosystem
Research Reports April 6, 2026Through data-driven input from a broad range of companies from across the industry, along with survey results from the Media and Measurement Leadership Council, the ANA and 4As have created guidance to help marketers develop effective inclusive supplier strategies that achieve their campaign goals and produce results.
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The Continued Acceleration of Principal Media
Research Reports March 19, 2026Principal media continues to grow, with increased marketer awareness, higher usage, and greater expected adoption. This updated report builds on the 2024 findings from the ANA with new research, expanded guidance, and a deeper focus on governance to help marketers navigate this increasingly complex landscape.
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MarTech Leadership Council Report: AI Agents in the MarTech Stack
Research Reports March 10, 2026Learn how ANA members are actively testing and deploying AI agents across the MarTech stack, demonstrating the wide range of use cases and workflow improvement projects, including campaign planning, content supply, analytics, governance and customer-facing experiences.
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Influencer Marketing Agency Compensation
Research Reports February 19, 2026Influencer/creator marketing is exploding. Creator ad spending is projected to grow four times faster than the media industry overall (per the IAB). For the first time, the ANA has conducted a comprehensive study on influencer marketing agency compensation — based on both quantitative and qualitative research — also covering key KPIs and in-housing.
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The State of Marketing Measurement Report
Research Reports February 12, 2026Marketers are having increasing difficulty in proving the ROI of their efforts and focusing spending where it will do the most good. An ANA survey captures the current state of measurement across major brands, revealing both the progress made and the gaps that remain.
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Building Brand Trust and Growth with Data Governance and Privacy: A Playbook for Marketers
Research Reports February 3, 2026ANA’s Building Brand Trust with Data Governance and Privacy playbook provides marketers and data leaders with actionable strategies to strengthen consumer trust through responsible data use, governance, transparency, and privacy protection.
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Unlocking the Strategic Value of Marketing Operations: State of the Industry Report
Research Reports February 2, 2026Marketing operations is a critical partner in managing people, process, technology, and data needed for any marketing organization to succeed. Learn why marketing operations needs greater opportunities to meaningfully impact strategy in order to achieve its full potential.
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Understanding the Role of Direct Contracts in the Programmatic Supply Chain
Research Reports January 28, 2026This follow-up to a 2023 landmark report goes deep on the issue of programmatic media transaction costs in order to reduce those costs, which could also help reduce loss of media productivity costs.
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ANA In-House Agency Fact Book — 2026
Research Reports January 15, 2026The ANA In-House Agency Fact Book explores some of the best client-side marketer in-house agencies in the world, highlighting the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.
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