Opening Remarks of the 2023 ANA Media Conference
Executive Summary
The continued confluence of content, culture, commerce, and corporate responsibility present new opportunities and challenges for marketers. Connected TV, Retail Media Networks, Social Shopping, Gaming, and Influencer and Affiliate Marketing are collapsing the marketing funnel, blending entertainment, connection, brand experience, and purchasing. The technologies and platforms that underpin the new ecosystem however are outpacing advertisers' ability to adequately measure and monitor where brands show up. Walled-gardens, opacity, unclear supply chains, consumer privacy issues, and brand safety are detracting from the audience and advertiser experience. In this session, Bob Liodice walks through what the ANA is doing to create greater measurability, transparency, accountability, and safety for marketers in this evolving media landscape.