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The division aims to bring accountability to advertising measurements.

The Association of National Advertisers (ANA) said it is starting a dedicated measurement division for marketers to improve the adoption of industry standards. A 2019 survey by Integral Ad Science found that 47% of marketers said media measurement was their number two priority, just behind data privacy concerns.

The New York-based advertising organisation had previously relied on joint trade associations and agencies and media sellers to drive the measurement agenda. The ANA said that a lack of dedicated division had led to the inconsistency in the voice of advertisers.

The new unit called Measurement for Marketers will look to add clarity and consistency to digital media measurement. ANA has already started collaborating with the World Federation of Advertisers to begin developing cross-platform measurement principles.

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