ANA Members Call For 3rd-Party Measurement Of Digital — 61% Would Shift Spending Without It

The Association of National Advertisers (ANA) surveyed its members to understand marketers’ perspectives on viewability verification procedures used by digital media owners. The ANA found almost all respondents (97%) believe that digital media owners’ inventory should be measured by a third party.

The need for third-party verification was reinforced by an overwhelming 90% of survey respondents who said they’re not confident that their digital working media meets industry viewability standards. And 61% of ANA respondents said they would shift their spending elsewhere if digital media owners did not provide independent measurement.

Read more: ANA Study: Most Marketers Would Shift Ad Spend Over Lack Of Third-Party Measurement