The advertising industry has begun to share ways in which agencies and marketers can make adjustments to their media practices to make them more sustainable. This can be achieved through a combination of tactical measures, as well as implementing systemic transformations to address the environmental challenges at hand.  At the same time, agencies are now […]

By Kendra Barnett The advertising industry’s most influential trade organizations have come together to spell out new definitions for ‘made for advertising’ websites, which still hoodwink great numbers of media buyers daily. A coalition of four leading advertising trade groups – the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s), the World […]

ANA, 4A’s, WFA, and ISBA Reveal How Marketers Can Easily Identify MFAs  NEW YORK (September 26, 2023) — A consortium of marketing and advertising trade organizations today released a detailed definition of so-called “Made for Advertising” websites that the ANA said in a recent report comprise 21 percent of impressions and 15 percent of ad […]

GARM recently published Volume 5 of the GARM Aggregated Measurement Report on platform transparency, which aims to help marketers and agencies address investment considerations around content safety. The four core questions the report examines are: How safe is the platform for consumers? How safe is the platform for advertisers? How effective is the platform in […]

More than three million people tuned into Coco Gauff’s U.S. Open last week, making her victory the most-viewed women’s major tennis final ever on ESPN. It points to the surging popularity and viewership of women’s sports. And where viewer’s eyeballs go, advertisers follow. As women’s sports continue to gain traction, brands are more willing to […]

By ALISON PEPPER EVP, GOVERNMENT RELATIONS, 4A’s You’d have to be on a pretty strict break from the news this summer to miss the fact that our climate increasingly seems to be careening towards extremes. Wildfires raging in Canada blanketing the East Coast and Midwest in smoke, weeks of 100+ degree temperatures suffocating the Southwest, […]

Partnership Will Support Agency Members in Establishing Their Carbon Footprint   NEW YORK, Sept. 19, 2023 /PRNewswire/ — The 4A’s (American Association of Advertising Agencies), the leading U.S.-based advertising and marketing communications trade association, today announced a partnership with London-based climate success platform 51toCarbonZero (51-0) to help the 4A’s member agencies establish their carbon footprint. 51-0 […]

Members will get access to carbon measurement tools and solutions to achieve net zero emissions By Aleda Stam The 4A’s is partnering with a London-based climate platform to give agencies access to tools to measure and reduce their carbon footprint. Agencies belonging to 4A’s will be given credits for discounted access to a cloud-based tool […]

As part of ongoing efforts to increase the amount of advertising and marketing spending marketers and agencies allocate to diverse media suppliers, the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) this morning released a set of 11 new guidelines for their members to follow. The guidelines, published in a […]

In a new report, the trade organization also advises shops against supply chain financing and warns it’s hearing of 180-day payment terms By Lindsay Rittenhouse The 4A’s is urging ad agencies to take a stand against long payment terms as marketers increasingly push for 120- to 180-day payments. In a new report, “The Ripple Effect […]

Shops reassert their power and reshape staffing as 2024 becomes turning point for ‘tech-driven transformation’ By Judann Pollack and Lindsay Rittenhouse. Ad agencies this summer have been laying the groundwork for a big shift that’s on the horizon this fall. They’ve been rearranging their ranks with quiet layoffs among mid-level staffers, and in some cases, high-level creatives. They are […]

Advertising has a diversity issue. This is not new news. However, a recent report from the American Association of Advertising Agencies, the U.S. trade association for advertising agencies commonly called the 4A’s, has given us new reasons to revisit the issue. The report reveals that the number of agencies owned or run by white CEOs increased […]