Marketing Sector Fails to Consensus Regarding Marketing Strategies' Long-Term Development Plans
In the advertising world, brand bucks drive the engine, but there's been a missing link when it comes to helping marketers grow—industry alignment. That's according to Bob Liodice, the big boss at the Association of National Advertisers (ANA), who recently spilled the beans during an exclusive sit-down with ADWEEK at their Masters of Marketing summit in sunny Orlando, FL.
"Alignment was sorely lacking," Liodice said. "That's why transparency issues keep popping up, and concerns about global privacy keep getting tossed around."
So, what's the ANA doing about it? They're rallying industry troops to form cross-industry coalitions that put marketers' interests front and center.
Digital media waste and fraud, privacy concerns, and measurement fragmentation—these are just a few of the challenges gripping the digital advertising ecosystem. The ANA estimates a whopping $50 billion in annual waste due to non-transparent buying practices, ad fraud, and inefficient supply chains.Privacy breaches and consumer data misuse have become hot-button issues, as more people flock to ad-blocking. And with an absence of standardized cross-platform metrics, gauging media effectiveness is a tangled web of confusion.
To address these issues, the ANA is spearheading initiatives like their Cross-Media Measurement (CMM) project and ANA Aquila LLC's privacy-preserving tech platform, both aimed at obliterating waste and improving cross-platform measurement. They're also in cahoots with stakeholders on the Partnership for Responsible Addressable Media (PRAM) to strike a balance between targeted advertising, privacy safeguards, and enhancing consumers' experience.
The ANA is even lobbying for federal privacy legislation to create consistent data protection standards through the Privacy for America Coalition. And let's not forget their backing of the Data Integrity Dashboard, a free tool for publishers to amp up transparency in data compliance and privacy practices.
Recent ANA conferences have put the emphasis on actionable metrics and ethical data handling, reflecting a broader shift towards enforceable standards and building consumer trust. The BBB National Programs' Digital Advertising Accountability Program (DAAP) further bolsters these efforts by enforcing transparency in interest-based advertising. The goal? A future where advertisers, agencies, publishers, and tech giants all play nicely in the sandbox.
- The Association of National Advertisers (ANA) is addressing concerns about digital advertising, aiming to obliterate waste and improve cross-platform measurement through initiatives like the Cross-Media Measurement (CMM) project and ANA Aquila LLC's privacy-preserving tech platform.
- The ANA, in collaboration with stakeholders, is part of the Partnership for Responsible Addressable Media (PRAM), working towards a balance between targeted advertising, privacy safeguards, and enhancing consumers' experience.
- The ANA is pushing for federal privacy legislation through the Privacy for America Coalition, aiming to create consistent data protection standards across the industry.
- The ANA's backing of the Data Integrity Dashboard encourages transparency in data compliance and privacy practices among publishers, further building consumer trust.
- The ANA's recent conferences have emphasized actionable metrics and ethical data handling, reflecting a broader shift towards enforceable standards and a truly finance-driven business ecosystem centered around technology and growth, with the interests of all constituents, from marketers to consumers, at heart.
