Brand Safety and Ad Fraud
Today's technological underpinnings are vulnerable to subversive elements that can undermine brand safety and expose opportunities for the theft of a brand's precious media investments.
The ANA has partnered with a global coalition of platforms, marketers, and agencies to eliminate fraudulent traffic, combat malware, fight ad-supported internet piracy, and promote brand safety through greater transparency.
The Challenge
The current supply chain structure makes it easy and attractive to commit ad fraud with little chance of retribution, while brand-unsafe exposure, such as ads appearing on sites containing violent, extremist, and sexual content, can do profound damage and compromise the entire marketing ecosystem.
The ANA’s Response
Not only has the ANA commissioned multiple White Ops studies on ad fraud, we are also a founding stakeholder of the Brand Safety Institute and the Trustworthy Accountability Group, and play a key role in the Global Alliance for Responsible Media (GARM), designed to make brands safe through a global collaboration of platforms, marketers, and agencies.
Latest Content
Articles, insights, research, and more to advance your marketing and advertising.
Leading Edge
How MFA and AI-Generated Content Are Reshaping Brand Safety
The internet is awash with Made-for-Advertising (MFA) sites and AI-generated content, creating a crisis of authenticity with practical implications for brand safety. The ANA’s bombshell Programmatic Media Supply Chain Transparency Report, and Adalytics’ scathing research on the ineffectiveness of traditional brand safety tools have brought about a paradigm shift.
Leading Edge
The Real Cost of Playing It Safe: Why Brands Need to Support Quality Journalism
I get it. We’ve all felt the impulse to turn off the news and disengage from its bad vibes. The divisiveness, the constant stream of conflict — it’s exhausting, and it’s no wonder so many people choose to tune it out — I share the same impulse.
Research Reports
Loyalty Marketing: The Good, the Bad, and the Ugly
Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. While there is clear “good” in loyalty programs, there are also “bad” and “ugly” characteristics. The paper provides guidance for protecting loyalty programs.
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Training
Equipping marketers with the skills they need to advance their careers, their brands, and the industry.
- Unlock the Power of Influencer Marketing (Full Day)
- Unlock the Power of Influencer Marketing (Half Day)
- Unlock the Power of Influencer Marketing (Virtual Open Enrollment)
1-Day Conferences
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Committees
Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.
A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.
- Data & Direct Marketing Committee
- Government Relations Committee
- Legal Affairs Committee
- Digital & Social Committee