As sponsorship programs blossom, brand oversight lags

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

The sponsorship business is growing, but marketers are failing in their ability to track the performance of such programs.

A study conducted in February 2018 by the Association of National Advertisers (ANA) and Marketing Accountability Standards Board...