Research Studies
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Data Clean Room Compendium of Use Cases and Case Studies
Research Reports April 3, 2025This compendium of data clean room use cases builds on the knowledge from ANA's “Ultimate Playbook for Data Clean Rooms,” giving marketers a convenient summary of the main reasons marketers use data clean rooms.
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The CMO's Playbook for Marketing Technology
Research Reports March 26, 2025For the modern CMO, mastering the MarTech stack is no longer a luxury; it's a necessity. This playbook is designed to guide CMOs through the complexity of today's MarTech landscape, offering strategies and insights to build a high-performing marketing technology operation.
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The AI Marketing Transformation: Moving Forward, at Different Speeds
Research Reports March 5, 2025With over 400 responses to our membership survey, ANA presents a clear picture of what key marketers think of the AI transformation (hint: it's curious and optimistic), the ways that marketers are testing and implementing, and how they see the future of AI moving forward.
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ANA In-House Agency Fact Book — 2025
Research Reports January 30, 2025The ANA In-House Agency Fact Book explores the capabilities, organizational chart (where provided), and other key data points of some of the best in-house agencies in the industry.
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My Voice Matters: Inclusive Marketing Excellence
Research Reports December 17, 2024Learn how inclusion impacts decision-making, career progression, and belonging across the marketing and advertising industry. This study provides actionable insights to help organizations create environments where every professional can thrive.
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Programmatic Transparency Benchmark: December 2024 Findings Update
Research Reports December 12, 2024The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement framework to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.
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Generative AI for Search Marketing
Research Reports December 3, 2024This report explores the current state of Generative AI in search marketing and its impact on SEO and SEM strategies and provides actionable insights for marketers to leverage this emerging technology while navigating its potential pitfalls.
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Loyalty Marketing: The Good, the Bad, and the Ugly
Research Reports October 30, 2024Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. While there is clear “good” in loyalty programs, there are also “bad” and “ugly” characteristics. The paper provides guidance for protecting loyalty programs.
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CMO's Playbook for MarTech
Research Reports October 21, 2024For the modern CMO, mastering the MarTech stack is no longer a luxury; it's a necessity. This playbook is designed to guide CMOs through the complexity of today's MarTech landscape, offering strategies and insights to build a high-performing marketing technology operation.
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Ultimate Playbook for Data Clean Rooms
Research Reports October 16, 2024Data clean rooms provide companies a secure and controlled environment to bring data together in a collaboration exercise for an analysis of a consolidated data set. Data clean rooms have a long way to go until they reach mass adoption by client-side marketing companies. This playbook is intended to close this gap.
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Inclusive Marketing Excellence: Award-Winning Case Studies
Research Reports October 9, 2024This case study book provides a tool to help ANA members understand how to drive growth in a number of diverse category segments. It draws from the top work in the Multicultural Excellence, REGGIE, In-House Excellence, and B2 Awards.
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Sustainability in Digital Media Planning: How Brands Can Start Reducing Carbon Emissions in Advertising
Research Reports September 26, 2024The ANA's Media & Measurement Leadership Council, an activist group of brand advertiser's chief media and research officers, and Scope3 share practical studies and examples of how and where marketers can make sustainable advertising a reality through their influence in the ecosystem.
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Data Visualization Playbook: A Picture Is Worth Infinite Words
Research Reports July 30, 2024ANA's Data Excellence and Privacy Practice's Data Visualization Playbook aims to equip marketers and practitioners with practical techniques and best practices to harness the full potential of data visualization.
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Retail Media Networks: Optimism Tempered with Caution
Research Reports July 24, 2024While 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.”
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ANA Ethics Code of Marketing Best Practices
Research Reports July 18, 2024The ANA Ethics Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.
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2024 ANA Business Marketing Practice — Marketing Impact Measurement Study
Research Reports June 29, 2024This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.
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Cost of the Pitch II: The Rise of Value
Research Reports June 11, 2024The 2024 "Cost of the Pitch II: The Rise of Value" report builds upon a previous 2023 report, delving deeper into the evolving dynamics of value within client-agency relationships and the factors for a successful long-term client-agency relationship.
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The Acceleration of Principal Media
Research Reports May 14, 2024Principal 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.
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Artificial Intelligence: A Beginner’s Guide
Research Reports April 29, 2024AI continues to revolutionize various industries, with an expected annual growth rate of 37.3 percent between 2023 and 2030. ANA's Marketing Futures aims to empower marketers with this suite of pragmatic resources that help brands incorporate AI into their strategic roadmaps and daily workflows.
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Decoding Compensation Models and Implementing the Right Model
Research Reports April 11, 2024This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.
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