New ANA pilot program looks to stop consumers from being bombarded with the same ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 12, 2021, 5:44 PM UTC

If successful, this program would help marketers avoid showing the same ad again and again to customers.

Showing the same ad to the same person multiple times wastes money and also damages brand image. The Association of National Advertisers’ cross-platform measurement pilot program aims to address this problem.

ANA aims to test this program in late spring next year. If successful, this program would let marketers know when a particular consumer has received an ad. The system will also enable marketers to know if the consumer is shopping online or watching the news.

The program would further give marketers the ability to gauge reach and frequency across several channels. It would help brands manage campaigns effectively, make informed decisions and deploy budgets efficiently.

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