ANA Study: Marketers Say They Will Reallocate Ad Spend Due To Lack Of Third-Party Measurement

Six out of 10 marketers would reallocate their media spend if digital media owners failed to supply sufficient third-party measurement, according to new findings from the Association of National Advertisers (ANA).In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working media meets digital viewability requirements set forth by bodies such as the Media Rating Council (MRC).One of the battle cries among marketers of late is the need for third-party measurement independent of media ownership. The issue of independent measurement also came to light on the agency side following WPP’s investment in comScore.

Some large media owners used what the ANA described as “internally derived metrics that have not been independently verified.”

 

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