# Association of National Advertisers
> ANA · New York, NY
- Profile type: Company
- Profile status: baseline
- Last updated: 2026-05-04T00:00:00.000Z
- Canonical URL: https://thestateofstreaming.com/companies/association-of-national-advertisers/
- Also known as: ANA, Association of National Advertisers, Association of National Advertising Managers, ANA marketers
## Summary
The Association of National Advertisers (ANA) is the U.S. trade body for brand-side advertisers — 1,600+ member companies, ~20,000 brands, $400B+ in annual ad spend. Founded 1910, it is the oldest U.S. advertising trade association. Its December 2023 Programmatic Media Supply Chain Transparency Study coined the "$22 billion leak" framing for waste in open-web programmatic. CEO Bob Liodice, 23 years in the role, exits at end of 2026; a successor search is underway.

## Company facts

- Founded: 1910
- Headquarters: New York, NY
- Domain: ana.net
- CEO: bob liodice (https://thestateofstreaming.com/people/bob-liodice/)


## Key facts

- The ANA was founded on June 24, 1910, in Detroit by 45 companies — including Burroughs Adding Machine Company, Glidden Varnish, Sherwin-Williams, and National Lead — originally as the Association of National Advertising Managers. It adopted its current name in 1914 and is the oldest advertising trade association in the United States. — Wikipedia / ANA history: https://en.wikipedia.org/wiki/Association_of_National_Advertisers
- The ANA represents more than 1,600 member companies covering roughly 20,000 brands and 50,000 marketing professionals worldwide. Members collectively spend over $400 billion annually on marketing and advertising. Membership grew from 188 companies when Bob Liodice took over as CEO in 2003 to its current scale, in part through the 2014 acquisitions of the Brand Activation Association and the Business Marketing Association. — ANA press release: https://www.ana.net/content/show/id/pr-2026-04-liodice-departure
- The ANA's December 2023 Programmatic Media Supply Chain Transparency Study analyzed log-level data from 21 major advertisers covering $123 million in spend and 35.5 billion impressions, and concluded that only 36 cents of every dollar entering a DSP effectively reaches the consumer — putting roughly $22 billion in efficiency gains on the table across the $88 billion open-web programmatic market. The finding became the buy-side reference point for supply-path optimization conversations across 2024 and 2025. — ANA Programmatic Media Supply Chain Transparency Study: https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study
- The ANA's Q2 2025 Programmatic Transparency Benchmark, published August 2025 with TAG TrustNet, found that wasted programmatic spend has risen 34% to $26.8 billion globally since the original 2023 study — even as private marketplace transactions reached nearly 88% of programmatic spend and median made-for-advertising (MFA) exposure fell from 2.3% to 0.8%. CTV's share of programmatic spend jumped from 30.4% to 44.2%, but with widening efficiency gaps relative to other environments. — ANA press release: https://www.ana.net/content/show/id/pr-2025-08-programmatictrans
- On April 22, 2026, the ANA announced that CEO Bob Liodice will step down at the end of 2026, ending a 31-year tenure with the organization (23 of those years as CEO). Liodice will continue in an advisory role through March 2027 while the board, chaired by Shell's Dean Aragón, runs a search for his successor. — ANA press release: https://www.ana.net/content/show/id/pr-2026-04-liodice-departure


## Related

- bob liodice (CEO (stepping down end of 2026)) — https://thestateofstreaming.com/people/bob-liodice/
- iab tech lab (counterpart standards body on the sell-side / ad-tech axis; ANA represents brand-side advertisers, IAB Tech Lab represents the digital media and ad-tech supply chain) — https://thestateofstreaming.com/companies/iab-tech-lab/
- programmatic advertising (trade body whose transparency studies frame buy-side audit posture) — https://thestateofstreaming.com/tech/programmatic-advertising/
- identity resolution (ANA-led cross-industry initiatives have shaped brand-side identity and measurement positioning) — https://thestateofstreaming.com/tech/identity-resolution/
- measurement currencies (ANA Cross-Media Measurement initiative is a buy-side anchor for currency reform) — https://thestateofstreaming.com/tech/measurement-currencies/


## External coverage

- Association of National Advertisers: About the ANA (https://www.ana.net/content/show/id/aboutindex)
- Association of National Advertisers: ANA Media Practice — Programmatic Transparency (https://www.ana.net/content/show/id/media-programmatic-transparency)
- 2023-12-01 — Association of National Advertisers: ANA Programmatic Media Supply Chain Transparency Study — Complete Report (December 2023) (https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study)
- 2025-08-14 — Association of National Advertisers: The ANA Q2 2025 Programmatic Transparency Benchmark Finds $26.8B in Wasted Programmatic Spend (https://www.ana.net/content/show/id/pr-2025-08-programmatictrans)
- 2026-04-22 — Association of National Advertisers: ANA CEO Bob Liodice to Step Down After More Than Three Decades of Industry Leadership (https://www.ana.net/content/show/id/pr-2026-04-liodice-departure)
- The Drum: Bob Liodice, the man who built American marketing's conscience, on handing over the keys (https://www.thedrum.com/news/bob-liodice-the-man-who-built-american-marketing-s-conscience-on-handing-over-the-keys)
- Digiday: Ad Tech Briefing — $26.8 billion still wasted in programmatic despite MFA crackdown (https://digiday.com/media-buying/ad-tech-briefing-26-8-billion-still-wasted-in-programmatic-despite-mfa-crackdown/)

## Profile
The ANA is the trade body for the buy side. Its members are the brands that pay for advertising — Procter & Gamble, Unilever, General Motors, Mars, the financial-services and retail and CPG giants whose annual marketing budgets, taken together, fund the entire ad ecosystem. That seat at the table matters because the other big advertising trade bodies sit on the opposite side of the same transaction. The Interactive Advertising Bureau and its standards arm, [IAB Tech Lab](/companies/iab-tech-lab/), represent the digital media owners, the ad-tech vendors, the SSPs and DSPs and verification companies. The 4A's represents the agencies. The ANA is the only one of the major bodies whose seat is reserved for the people writing the checks.

That alignment is the reason its programmatic transparency work landed harder than the same critique would have from any other quarter. The December 2023 [Programmatic Media Supply Chain Transparency Study](https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study) — built on log-level data from 21 of its own member advertisers, not industry surveys — concluded that only 36 cents of every programmatic dollar reaches the consumer, leaving roughly $22 billion a year in efficiency gains on the table in the open-web market. The "$22 billion" framing is now standard buy-side shorthand for the cost of opaque supply paths, and the [Q2 2025 follow-up benchmark](https://www.ana.net/content/show/id/pr-2025-08-programmatictrans) updated that number to $26.8 billion as private-marketplace dominance and CTV's share of programmatic both expanded.

The body is in transition. On April 22, 2026, the ANA announced that CEO Bob Liodice — 31 years at the organization, 23 of them in the top job — will step down at the end of 2026. Whoever replaces him inherits an organization whose center of gravity has shifted from traditional advertising advocacy into supply-chain audit, identity and measurement reform, and increasingly AI governance — all from the buy-side perch that distinguishes the ANA from every other major trade body in the ecosystem.
## Coverage on The State of Streaming
- ['Independent' Has Stopped Meaning Anything Buyers Can Audit](https://thestateofstreaming.com/opinion/2026/04/independent-adtech-stack-walled-garden-thesis-2/) — 2026-04-27
- ['Independent' Has Stopped Meaning Anything Buyers Can Audit](https://thestateofstreaming.com/opinion/2026/04/independent-adtech-stack-walled-garden-thesis/) — 2026-04-27
- [IAB Tech Lab's New Transparency Council Seats Holdcos, Not Brands](https://thestateofstreaming.com/advertising-adtech/2026/04/iab-tech-lab-pgc-leap-launch/) — 2026-04-26

## Tags

- trade-body
- buy-side
- 501c6
- nonprofit
- programmatic-transparency
- brand-safety
- measurement

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