ANA tracks dollar drain in marketing technology

Geoffrey Precourt

Bob Liodice, president/ceo of the Association of National Advertisers (ANA), is sanguine about the long-term prospects of a technology-driven marketing ecosystem.

But, for the short term, he is concerned: "Technology has given us so much," Liodice told an audience at the ANA's 2014 Digital & Social Media Conference in Dana Point, California, "but it's also created a set of issues that essentially lead to this conclusion:

"We're leaving money on the table. And that pile of money that we're leaving on the table is growing even worse." Perhaps most importantly, the digital technology currently in place "is not working on behalf of brands and consumers the way it needs to … If we don't arrest this value erosion, it's going to undercut all of the gains that we've made."