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:
Community
Engage with and learn from the best and brightest marketing and media measurement practitioners in the industry.
Education
Get the skills and resources to lead the industry and the latest information on business-impacting changes and initiatives.
Leadership
Drive bold leadership visions and innovative programs, including the ANA Cross-Media Measurement Initiative.
Connect with the ANA Measurement Community
The 2024 ANA Measurement & Analytics Conference, September 16 – 18 in Chicago, focused on the accelerating forces of change in the measurement industry and how marketers have leveraged these changes for better decision making and driving growth. The dynamic speaker lineup featured marketers and researchers who are not afraid to think outside the box and deploy new, advanced tools and solutions to drive their business forward.
See What You Missed
Watch highlights and review presentations from the 2023 ANA Data, Analytics, & Measurement Conference, which showcased the power of measurement and the value of a data-driven marketing strategy.
Speaker Opportunities
Measurement for Marketers is always looking for qualified presenters for our various events, providing valuable insights and learnings into the world of measurement.
Members Only One-Day Conferences
| May 1 |
Smarter Measurement, Smarter Marketing: Mastering ROI in 2025 hosted by Adobe San Jose |
Open Enrollment Training
Measurement & Accountability Committee
Join a community of measurement executives, researchers, digital analysts, and consumer insight specialists to drive measurement standards and research best practices.
| March 20 |
Measurement & Accountability Virtual Meeting |
| May 15 |
Measurement & Accountability Virtual Meeting |
| July 24 |
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.
No events are currently scheduled. Please check back for future events or click the button below to see all available measurement webinars.
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.
Multi-Currency TV Market Study
The ANA recently partnered with 4A's, CIMM, and Deloitte to conduct a study on industry perspectives on the transition to a multi-currency national TV market.
Marketing News
TV Ratings Tumble for the Grammys
Industry ResearchASK AnswersPrivacy Trends & RegulationsHow can my brand best respect consumer privacy and adhere to current regulations? Research ReportsUltimate Playbook for Data Clean RoomsData 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 ReportsANA Ethics Code of Marketing Best PracticesThe 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. |
Industry PerspectivesEvent RecapsSafeguarding Consumer Data: Compliance with Privacy Laws on Brand-Owned WebsitesDuring a January 2025 ANA MarTech Committee meeting, Elliot Bell, COO at Compliant, discussed data compliance risks and best practices to avoid them. Event RecapsMeasuring Audiences in the Markets That MatterComscore shared how it transforms big data sets into aggregated insights on individual viewing behavior to help brands better inform and measure their TV campaigns. Event RecapsA Survey of the Laws and Regulatory Environment Impacting AI and AdvertisingVenable provided a status update on legal trends related to generative AI and shared the ANA’s recommendations for using the tool in marketing in a compliant way. Event RecapsComplying with the New FCC TCPA One-to-One Lead Generation RulingA comprehensive examination of the FCC's new one-to-one lead generation rule, which fundamentally changes how businesses can collect and use consumer consent for automated communications. The speakers gave detailed guidance on compliance requirements, implementation strategies, and practical implications for marketing operations. |
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.