Ansira vs Association of National Advertisers (ANA)

Ansira Connect: Your Customer Journey Platform for One-to-One Marketing

Ansira Connect: Your Customer Journey Platform for One-to-One Marketing

Ansira Launches “The Channel Marketer’s Guide to AI Search” to Help Brands Adapt to AI-Powered Discovery

Ansira announces the release of “The Channel Marketer’s Guide to AI Search,” a comprehensive resource hub designed to help channel marketers adapt to the ever-changing world of AI-powered search.

ANA: Four Challenges Slowing Retail Media Investment

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.
• 55% of ANA members cited a lack of standards as retail media’s No. 1 challenge.

CTV's Real Divide: Quality Control, Not PMP vs Open Market

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.
• According to the Association of National Advertisers (ANA), 99.2% of programmatic CTV spend transacts through PMPs.

Brands Treat In-House Agencies as Strategic Partners

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.
• The share citing cost-saving as the primary benefit of in-housing fell compared with the 2023 survey.