The 4A’s and the Association of National Advertisers (ANA) have jointly crafted a toolkit offering insights on compensation models for the marketing industry. This executive-level guide explores alternative compensation models that focus on better outcomes for both brands and their agencies. The toolkit outlines commonly used compensation models, provides foundational knowledge, definitions, best practices, and […]

While agencies are carefully assessing alternative currency initiatives, the 4A’s Measurement Committee believes that the advertising industry is not yet prepared to move to multi-currency national TV demo-based ratings in 2024. There are a multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace. This 4A’s […]

4A’s and CHC Member-Exclusive Guidance The healthcare and data privacy landscape in the United States has been changing dramatically in recent years driven by various developments, key among them the Supreme Court’s decision in Dobbs v. Jackson. The absence of a comprehensive federal-level privacy law in the U.S and the growing patchwork of omnibus state […]

AI is not new to agencies. Many of the digital tools we interact with every day are powered by various types of AI. Generative AI (GenAI), on the other hand, is relatively new, and the challenges the technology presents are profound. With technology that moves so quickly, tactical advice is likely to change often and […]

Download the Report. The Opportunity and Challenge The rise of CTV, on-demand streaming and advanced TV offerings present incredible opportunities for advertisers. They are accompanied by privacy-forward regulations and platform policies that have arisen to address consumers’ demands for privacy. When it comes to embracing the latest television advertising offerings, businesses can proactively mitigate the […]

The BBB National Programs Metaverse Working Group has recently developed new Guardrails for Child-Directed Advertising and Privacy in the Metaverse. The Metaverse Guardrails released by the BBB National Programs’ Children’s Advertising Review Unit (CARU) provide actionable recommendations and best practices intended to help companies Develop metaverse experiences directed to children; Comply with existing advertising and […]

Currency and measurement are two distinct concepts in the context of advertising. Currency refers to the form of payment used to buy ad space or time, while measurement refers to the process of evaluating the performance and success of an ad campaign using various metrics. Both currency and measurement are crucial but distinct elements to […]

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 […]

Made For Arbitrage (MFA) websites, also known as Made For Advertising websites, are created for the sole purpose of generating revenue through ad sales. While MFA websites may present superficial appeal for advertisers, closer scrutiny reveals that they often deliver minimal to no value, and in fact, create an adverse consumer experience due to low-quality […]

For marketers who want to adjust media practices to be more sustainable, knowing where to start can be a challenge. In collaboration with the 4A’s Sustainability Committee, we’ve distilled the takeaways from the GARM Sustainability Quick Action Guide into easily-implementable tactics for our members and compiled a set of RFP questions to help marketers and […]

Is your agency a 4A’s member? If so, you may have the best work perk in the industry!  A career in the fast-changing advertising and marketing world calls for a quick learning curve and strong foundational understanding of the industry. A 4A’s membership offers incredible resources and benefits for professionals new to the industry. A […]