Association of National Advertisers (ANA)
US marketing trade association for brand marketers and marketing leaders.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Association of National Advertisers, Inc.
- Entity type
- COMPANY
- Founded
- 1910
- Headquarters
- United States
- Company size
- 50–200
- Market role
- Publisher & Media Owner
- Official website
- ana.net
What Association of National Advertisers (ANA) does
ANA operates a membership-led professional association model. It builds and curates industry knowledge, research, events, education, committees, and expert guidance for marketers, then monetises that access through annual membership, programme participation, event attendance, sponsorship, and paid training. The organisation’s value creation depends on convening a concentrated base of advertiser-side professionals, producing trusted research and standards, and converting that authority into recurring member engagement and ancillary fee income.
Category differentiation
ANA is a professional marketing trade association, not an adtech platform, media agency, or publisher monetising broad consumer audiences. It should not be confused with software vendors or performance agencies serving marketers.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Association of National Advertisers (ANA) is a US marketing trade association serving brand-side marketers, marketing leaders, analytics professionals, and related practitioners. Its activities combine member research, editorial publishing, training, conferences, peer committees, and advisory-style programmes focused on measurement, data, technology, and marketing effectiveness. It operates primarily as a professional membership body rather than a software vendor or media owner in the conventional commercial sense. ANA creates value by aggregating industry knowledge, setting best practices, convening practitioners, and packaging expertise into paid or member-exclusive services. Revenue is primarily generated from membership dues, with additional income from conferences, sponsorships, training and certification, workshops, and premium research access. Its customers are businesses and professional teams, especially advertiser organisations and their marketing departments.
Company news briefing
Briefing updated:
Following its leadership transition, the ANA continues to combat measurement inconsistencies in retail media networks—noting that 55% of members cite standardisation gaps—while addressing rising programmatic spend on made-for-advertising sites driven by AI content. Concurrently, new research indicates that 53% of brands now categorise in-house agencies as strategic partners rather than mere cost-saving alternatives.
Business model & monetisation
The organisation uses a membership-based monetisation model, supported by annual dues paid by member companies. Secondary revenue streams include conference tickets, event sponsorships, training and certificate fees, workshops and customised sessions such as Amplify, and premium access to research and advisory-style services. This is best characterised as recurring member revenue supplemented by service and event income rather than software licensing or media arbitrage.
- Membership dues
- Recurring membership fees
- Conferences and events
- Ticket sales and attendance fees
- Sponsorships
- Event and programme sponsorship
- Training and certificate programmes
- Programme fees
- Custom workshops and premium research access
- Service fee and premium access
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
ANA: Four Challenges Slowing Retail Media Investment
Retail Media · Recorded impact score: 3/5
A new report from the Association of National Advertisers (ANA) finds that inconsistent measurement standards are limiting incremental brand investments in retail media. Retail media in the U.S. is estimated at $70 billion by eMarketer, yet 55% of ANA members cited a lack of measurement standards as the top challenge. Executives from brands including Bayer, Hershey, Kenvue and Mondelez said inconsistent measurement across retail media networks makes it difficult to gauge effectiveness. Retailers are responding by introducing new formats such as streaming and offsite ads and promoting awareness-building capabilities to win additional ad dollars, but measurement gaps remain a barrier to greater brand budget allocation to retail media.
- Retail media is a $70 billion business in the U.S., according to eMarketer.
- A new report from the Association of National Advertisers (ANA) highlights a lack of measurement standards in retail media.
CTV's Real Divide: Quality Control, Not PMP vs Open Market
Connected TV quality control and programmatic buying · Recorded impact score: 3/5
This analysis argues that the primary divide in Connected TV (CTV) buying is not private marketplace (PMP) versus open market, but the presence or absence of quality controls. Streaming now accounts for 47.5% of US TV viewing and roughly the same share of programmatic ad spend, yet buyers worry about fraud and viewability. The piece cites industry findings — including ANA and DoubleVerify-linked data — showing heavy reliance on PMPs (99.2% of programmatic CTV spend) and marketer concerns (63% struggle to verify real viewers; 57% worry about fraud). The author contends that with safeguards such as pre-bid filtering, app-level verification, and supply-chain validation, open market performance can approach PMP outcomes. The recommended durable solution is a pre-bid supply-intelligence layer that classifies inventory and enforces defaults to let buyers control quality without over-relying on opaque curation or blended PMP packages.
- Streaming accounts for 47.5% of total US television viewing time.
- CTV represents 47.5% of total programmatic ad spend.
Brands Treat In-House Agencies as Strategic Partners
Agency & Consultancy · Recorded impact score: 3/5
New research from the Association of National Advertisers (ANA) shows brands increasingly view in-house agencies as strategic partners rather than primarily cost-saving alternatives. The ANA survey found 53% of respondents now see an in-house team's primary role as serving as a strategic partner, while only 9% view in-housing mainly as a cost-saving move — a notable decline from 2023. The article quotes Peter Kenigsberg of the ANA noting the conversation has shifted from cost savings to building great creative. The piece was written by Christopher Cicchiello and published on July 15, 2026 on Adweek.
- ANA survey: 53% of respondents say an in-house team's primary role is to serve as a strategic partner.
- ANA survey: 9% of respondents view in-housing primarily as a cost-saving alternative to external agencies.
Explore company relationships
Questions about Association of National Advertisers (ANA)
What is Association of National Advertisers (ANA)?
ANA is a US-based marketing trade association that provides research, training, events, committees, and guidance for brand-side marketers.
Who uses Association of National Advertisers (ANA)?
Its users are mainly advertiser organisations, marketing leaders, analysts, data practitioners, and in-house marketing teams.
How does Association of National Advertisers (ANA) make money?
It primarily earns revenue from membership dues, with additional income from conferences, sponsorships, training, certificates, workshops, and premium research access.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
13 publicly documented primary sources and citations linked across the market graph.
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