The Media & Measurement Leadership Council
The ANA’s Media & Measurement Leadership Council (MMLC) is an activist group of brand advertiser’s chief media and research officers, who are ultimately responsible for the effective deployment of media expenditures, as well as the measurement and analytics to support those investments.
The MMLC is grounded in the advancement of outcomes — bringing together the collective voice, muscle, and will of the advertiser’s media and measurement communities to address industry barriers and shared issues that inhibit business and brand growth.
The mission of the MMLC is to set the industry media agenda by identifying and solving pressing and important initiatives that unlock increased value for advertisers to accelerate business and brand growth. Through our agenda and collective actions, we will add billions of dollars of media effectiveness to our industry that will greatly influence all sides of the system, from agency to publisher to brand marketers.
The list of media and measurement issues continues to evolve: transparency, ad fraud, brand safety, lack of cross media measurement, post-cookie solutions, investment in diverse media, and others. This must change and will only change if advertisers, as those who fund and drive the ecosystem, organize to take control of industry issues, and shape them to their benefit. Otherwise, those massive investments are fraught with waste. The MMLC will help increase savings through reduction of waste in paid media spend, driving growth and business value, solving disruptions, leveling the playing field with the sell side, and ensuring the advertiser agenda leads media and measurement.
Contact ANA Staff managing the Media & Measurement Leadership Council:
Discussion Topics:
- CTV/Streaming
- DEI Investments
- Media Measurement
- Media Sustainability
- Media Transparency
- Programmatic Media Buying and Transparency
- Retail Media Networks
Thought Leadership
- Sustainability in Media Planning: How Brands Can Start Reducing Carbon Emissions in Advertising (September 2024)
In this groundbreaking study, the ANA worked with Scope3 and major brands from the Media & Measurement Leadership Council, including Coca-Cola, GM, Kimberly Clark, Kroger, Mars, and Mondelez to determine the immediate opportunities to reduce their carbon emissions. - Retail Media Networks: Optimism Tempered with Caution (July 2024)
While retail media networks (RMNs) have been around for well over a decade, they have really come into their own over the past few years. This ANA report concludes that, “Retail media networks have a measurement issue...and therefore better measurement of RMNs is clearly required.” - The Acceleration of Principal Media (May 2024)
Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing. - ANA Programmatic Media Supply Chain Transparency Study: Complete Report (December 2023)
The ANA teamed with risk advisory firm Kroll to field a study with the goal of illuminating, clarifying, and demystifying the U.S-based programmatic supply chain. - Guidelines for Getting Started When Investing with Diverse Media Companies (September 2023)
The ANA and the 4A’s partnered on a new set of guidelines designed to help companies increase their investments in diverse media companies. The guidelines are intended to help those marketers who are interested in supporting diverse suppliers but are still sitting on the sidelines and not sure where to begin. - ANA Programmatic Media Supply Chain Transparency Study — First Look (June 2023)
An ANA study focused on open web programmatic advertising, a $88 billion global market. This “First Look” report will allow for public discourse to commence, laying the groundwork for a more detailed, complex, and completely integrated Phase 2 report in a few months.