Despite Differences, ANA and 4As Have a Long History of Cooperation

Itamp8217s true that the complex problem of media transparency has led to a fundamental difference of opinion with the 4As They feel their recently issued guidelines adequately address how agencies and clients should approach the increasingly complicated media planning and buying process We respectfully disagree and feel the guidelines were released prematurely prior to the results of an ongoing assessment commissioned by the ANAPutting aside the details of our disagreement for the moment I want to remind everyone in the advertising marketing and media communities that the relationship between the 4As and the ANA goes considerably deeper than this single issue in fact the two groups have a long rich history of successfully collaborating on a wide range of joint industry initiatives They includeSAGAFTRA The ANA4As Joint Policy Committee on Broadcast Talent Union Relations represents the advertising industry in commercial contract negotiations with the Screen Actors GuildAmerican Federation of Television and Radio Artists SAGAFTRA3MS MAKING MEASUREMENT MAKE SENSE 3MS is a crossindustry initiative founded by the 4As and the ANA along with the Interactive Advertising Bureau IAB The goal is to propose standards for metrics and advertising amp8220currencyamp8221 to enhance the evaluation of digital media and facilitate crossplatform media comparisons for brand marketingTAG The Trustworthy Accountability Group was founded in 2014 by the ANA the 4As and the IAB to eradicate digital advertising fraud malware adsupported piracy and other deficiencies in the digital communications supply chainDAA The ANA and the 4As are founding members of the Digital Advertising Alliance a consortium of leading national advertising and marketing trade groups which administer a selfregulatory program for online behavioral advertisingWHITE PAPERS The ANA and the 4As regularly collaborate on white papers that address a wide range of industry issues the most recent of which amp8220Agency Reviews for Project Work Guidance Considerationsamp8221 was released in late JanuaryADID A joint venture of the ANA and the 4As that is the industry standard for webbased universal coding for digital assets AdID technology allows ads to be tracked across all media and has been widely endorsed as a crossmedia standard by more than a dozen associations as well as by all national and cable TV networks and many local TV stations throughout the USThe ANA has long respected the 4As for what it represents and the work it does on behalf of its members For decades each organization has worked tirelessly for the good of our respective industries and Iamp8217m certain we will continue to do so both jointly and individually regardless of how the media transparency issue plays outThe decadesold history of mutual cooperation collaboration friendship partnership and respect between the ANA and the 4As will not be abrogated by disparate positions on this or any other single issue At the same time itamp8217s important to remember that rigorous debate and thoughtful wellresearched arguments are essential to the sometimes painful and difficult process of solving complex problemsThe assessment commissioned by the ANA is being conducted by K2 Intelligence and EbiquityFirm Decisions The results are expected to be released in late spring and will include specific recommendations for a set of transparency principles that are grounded in actual facts and data It is my hope that when that happens both agencies and clients alike can enthusiastically adopt the proposed guidelines and move ahead in a spirit of openness cooperation and trustImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Despite Differences, ANA and 4As Have a Long History of Cooperation

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Bob Liodice

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Despite Differences, ANA and 4As Have a Long History of Cooperation

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