By Rich Murphy, CEO
In our inaugural AAM in Action column we said 2025 would be a year of examination, innovation and collaboration. We recently concluded a comprehensive review of AAM, our mission and the dynamic industries we serve. Our analysis included market research, interviews with industry leaders and a deep data analysis. Our findings determined that AAM’s mission to foster a media ecosystem built on trust, transparency and accountability is as relevant today as ever.
This analysis also led to the development of AAM’s roadmap for 2025. We are excited to share our strategy and how it will benefit AAM members and the industry.
As media expands into new channels, transparency remains a top priority for the industry. AAM has a robust suite of digital assurance solutions that will grow and evolve to bring standards and accountability to emerging areas.
We continue to build strong partnerships and third-party verification programs with our industry association partners including the Trustworthy Accountability Group (TAG), IAB, IAB Tech Lab and the Point of Care Marketing Association. We are also collaborating with the industry to develop assurance solutions that address evolving challenges like AI transparency, privacy and consent compliance and digital inventory quality. As these assurance programs crystalize, you’ll see more insights, best practices and guidance from AAM to help the industry navigate these areas.
In our annual client survey, buyers and publishers overwhelmingly said that they rely on AAM data and tools to make critical business decisions. Media buyers also said that they want more publisher data in AAM’s tools. This year we are focused on building the size, scale and functionality of the AAM Media Intelligence Center through expanded membership categories, enhanced membership packages and robust data solutions.
You’ll also see AAM actively promoting the importance of third-party validation to ensure our members are recognized for their commitment to quality and transparency. Through initiatives like AAM Media Mavens, Media Matters, automated assurance programs, and new media evaluation tools, new approaches will reinforce the role of AAM data in driving industry trust.
The adage, “if you want to go fast, go alone; if you want to go far, go together” aptly summarizes AAM’s approach for this year. We will build on our strong relationships with our members, industry associations and partners to elevate and advance the industry.
New events, conversations and content will support these new initiatives. One example is expanding AAM’s new working groups to receive valuable feedback from diverse perspectives and provide learning opportunities for members.
AAM’s 2025 strategy is designed to provide tangible benefits for our members.
We invite you to be part of AAM’s initiatives in 2025. Whether you want to join a working group, take advantage of new verification tools, or access our educational resources, there are many ways to engage.
Stay tuned for more updates as we roll out these initiatives. As always, we welcome your feedback to ensure AAM continues to meet your needs.