ANA Unveils New 'Measurement' Division, Taps Bill Tucker To Run It

The Association of National Advertisers this morning unveiled a new division that will work to ensure the ad industry’s “measurement systems are aligned to the business and measurement agenda of marketers.”

The new division, dubbed “Measurement for Marketers” (MFM), was unveiled during the association’s annual Data & Measurement Conference in Naples, Florida, and it will be run by ANA Group Executive Vice President Bill Tucker.

The ANA said the new division will work closely on global initiatives with the World Federation of Advertisers, and would also continue to collaborate with the U.S. advertising industry’s official measurement watchdog, the Media Rating Council.

The MFM is expected to be fully operational by January 2020, and Tucker says a Measurement Advisory Board comprised of “measurement executives” from ANA member companies is in the process of being created, which will establish its “agenda and vision.”



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