12 Point Growth Agenda

Trust & Transparency


Marketers today operate in the most non-transparent marketing ecosystem in our industry’s history. Non-transparency breeds inefficiency through poor business decisions. The ANA invites all marketers to join the movement to elevate transparency as a cornerstone strategy across all marketing, agency management, and media platforms. Recent ANA studies and playbooks that highlight poor industry transparency practices include:

  • Media Transparency (K2/Ebiquity)
  • Programmatic Transparency (AD/FIN/ACA/Ebiquity)
  • Production in the U.S. Advertising Industry
  • Viewability through the 3MS initiative, led by Media Rating Council

Transparency is necessary to fuel information exchange to optimize business decision-making.