Data & Marketing Association

What Data & Marketing Association does

The Data & Marketing Association (DMA), now operating as a brand under the Association of National Advertisers (ANA) following ANA's May 2018 acquisition of the then-Direct Marketing Association, is the largest trade association in the U.S. devoted to serving all aspects of marketing. Headquartered in New York with 501-1,000 employees, the combined organization represents more than 20,000 influential brand-side marketers, nonprofit organizations, and marketing solutions providers, organized through three membership tiers: Client-Side Marketer Membership, Nonprofit Federation Membership, and Solutions Provider Membership. Its core products and services are membership-based rather than technology-based, comprising (1) the DMAchoice consumer mail suppression service (10-year registration with nominal processing fee), (2) the ANA Center for Ethical Marketing providing ethics guidelines, complaint handling, and accountability reporting, (3) ANA Training and Development including the CAMP Certification Program, on-demand training, and team workshops, (4) a portfolio of national conferences including the Masters of Marketing, Masters of Data & Technology, Digital & Social Media Conference, and members-only one-day conferences, (5) ANA Awards Programs recognizing marketing solutions and brand activations, (6) the ANA Marketing Knowledge Center and Amplify content platform aggregating research, playbooks, podcasts (On Scope), and case studies, and (7) the ASK Research Service providing member-requested industry analysis. The underlying technology footprint is minimal: ANA.net serves as the member portal for content delivery and event registration, and DMAchoice handles consumer registration; the organization does not develop proprietary technology products beyond these.

Revenue is generated through three primary streams: recurring membership dues across the three tiers (annual billing), event registration and sponsorship from national conferences, award galas, and training workshops, and fee-based training and certification including CAMP and team training. Go-to-market is membership-led, targeting client-side marketers through corporate tiers, nonprofits through a specialized federation, and vendors/agencies through the Solutions Provider category. The organization employs a multi-channel member engagement approach spanning content marketing, the ANA Magazine, the On Scope Podcast, webinars, email, in-person events, and a strategic partner network comprising 14 named platforms and media companies (Amazon Ads, Google, Meta, Walmart, Disney Advertising Sales, TikTok, Pinterest, A+E Networks, USPS, MNTN, OUTFRONT, Viant, Analytic Partners, monday.com). Leadership comprises CEO & President Linda A. Woolley, Chairman Bruce Biegel (also Founder of the Marketing Technology Council), and Senior VP of Government Affairs Jerry Cerasale.

Name

Data & Marketing Association

Legal name

Association of National Advertisers

Website

https://thedma.org

Company type

Private

Founded year

1910

Operating status

Acquired

Headcount range

501–1,000 employees

Short description

The Data & Marketing Association operates as the largest U.S. marketing trade association under ANA, serving 20,000+ brand members through advocacy, ethics guidance (Center for Ethical Marketing), conferences, certification (CAMP), and the DMAchoice mail suppression service.

Ownership category

akta.pro rank

Product category

Marketing Industry Trade Association Services

NAICS

Business Associations (813910), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600), Services-Advertising (7310)

akta.pro primary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Marketing trade association
• Industry advocacy services
• Professional membership organization
• Marketing education training
• Data ethics compliance

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: The organization generates revenue primarily through membership fees. Multiple membership tiers exist including Client-Side Marketer Membership, Nonprofit Federation Membership, and Solutions Provider Membership. These recurring membership dues provide access to advocacy, education, events, research, and networking resources.
2. Events and Sponsorship: Revenue is generated through national industry conferences, award galas, training workshops, and the annual Masters of Marketing conference. Sponsorship opportunities for events and programs provide additional revenue streams.
3. Training and Certification: The organization offers paid training programs including CAMP Certification, on-demand training, team training options, and workshop catalogs. These educational services generate fee-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

The Data & Marketing Association (DMA), now part of the Association of National Advertisers (ANA), is a U.S. trade association that serves more than 20,000 member brands through advocacy, education, events, awards, and ethics/compliance resources. Its core offerings include corporate membership tiers, national industry conferences and awards, professional training and certification (CAMP), the DMAchoice consumer mail suppression service, and the ANA Center for Ethical Marketing.

Product overview

The Data & Marketing Association (DMA), now part of the Association of National Advertisers (ANA), offers a portfolio of membership-based services rather than a unified software product. The core offerings include the DMAchoice consumer mail suppression service, the Center for Ethical Marketing providing ethics guidelines and compliance resources, ANA Training and Development with certification programs (CAMP), various industry conferences and award programs (Masters of Marketing, Masters of Data & Technology), the ANA Marketing Knowledge Center with research and content resources, ASK Research Service, and the Amplify content platform. These services are designed to serve over 20,000 brand members through advocacy, education, and industry connection.

Differentiator

Problem solved

Functional benefit

Products and services

• Client-Side Marketer Membership
• Nonprofit Federation Membership
• Solutions Provider Membership
• DMAchoice
• Center for Ethical Marketing
• ANA Training and Development
• ANA Conferences and Events
• ANA Awards Programs
• ANA Marketing Knowledge Center
• ASK Research Service

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• A+E NetworkscoreStrategic or Co-development PartnerStrategic partner providing advertising and media expertise. Listed as an ANA Strategic Partner, representing major media company collaboration for industry events and marketing initiatives.
• Amazon AdscoreStrategic or Co-development PartnerStrategic partner in advertising technology and media. Collaboration supports advertising solutions and industry thought leadership through the ANA strategic partnership program.
• Disney Advertising SalescoreStrategic or Co-development PartnerStrategic media partner representing Disney's advertising inventory and expertise. Supports industry events and marketing initiatives as an ANA Strategic Partner.
• GooglecoreStrategic or Co-development PartnerStrategic technology and advertising partner providing digital advertising expertise and industry collaboration. Listed as an ANA Strategic Partner with significant presence in the marketing ecosystem.
• MetacoreStrategic or Co-development PartnerStrategic social media and advertising partner representing Facebook and Instagram advertising platforms. Collaboration as an ANA Strategic Partner supports digital marketing initiatives.
• OUTFRONT MediaminorStrategic or Co-development PartnerOut-of-home advertising partner providing billboard and digital advertising solutions. Listed as an ANA Strategic Partner and conference sponsor.
• PinterestminorStrategic or Co-development PartnerSocial media and advertising partner representing Pinterest's visual discovery platform. Collaboration as an ANA Strategic Partner supports visual marketing initiatives.
• TikTokminorStrategic or Co-development PartnerSocial media and short-form video advertising partner. Listed as an ANA Strategic Partner supporting emerging platform marketing strategies.
• United States Postal ServiceminorStrategic or Co-development PartnerDirect mail and postal service partner providing advertising through mail channel expertise. Listed as an ANA Strategic Partner supporting traditional marketing channels.
• WalmartcoreStrategic or Co-development PartnerMajor retail and advertising partner providing commerce media expertise. Listed as an ANA Strategic Partner with Walmart Connect supporting retail media and commerce strategies.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Regional players

• World Federation of Advertisers (WFA): Global trade association representing multinational marketers. Comparable mission and member services (advocacy, best practices, peer learning) but operating internationally rather than primarily U.S.-focused like DMA.
• The Chartered Institute of Marketing (CIM): UK-based professional marketing body offering training, qualifications, and events. Comparable membership and certification offerings (similar to CAMP) but serving primarily UK and European markets.

Emerging players

• Society for Marketing Professional Services (SMPS): Niche trade association for marketing professionals in the architecture, engineering, and construction industries. Comparable association model but with smaller, more specialized member base and vertical focus.
• Digital Marketing Institute: Digital marketing education and certification body. Comparable in certification/training offerings but with more focused digital curriculum and global online delivery model rather than in-person events.

Broad incumbents

• National Association of Broadcasters (NAB): Large U.S. trade association for broadcasters with strong advocacy and event (NAB Show) operations. Comparable trade association structure and event-driven revenue model, though serving broadcasting industry rather than advertisers.
• Public Relations Society of America (PRSA): Larger professional association serving the broader communications industry including PR. Comparable membership-driven model with advocacy, training, and events—though focused on public relations rather than data-driven marketing.

Direct peers

• Advertising Research Foundation (ARF): Research-focused industry association for advertising and marketing. Comparable membership/advocacy model with strong emphasis on measurement and accountability—directly aligned with DMA's Measurement & Accountability Committee focus.
• Interactive Advertising Bureau (IAB): Trade association for digital advertising and marketing. Highly comparable with overlapping membership base, similar advocacy and standards-setting role, and event/conference revenue model, though focused specifically on digital/interactive channels.
• American Association of Advertising Agencies (4A's): U.S. trade association representing the advertising agency industry. Directly comparable as a major marketing industry trade body with similar membership model, advocacy, and event-driven revenue streams, though focused on agencies rather than client-side marketers.
• American Marketing Association (AMA): Professional association for marketers across all disciplines. Directly comparable trade/membership organization serving marketing professionals with education, certification, events, and content—though with broader scope including academic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dma_usa
• Facebookfacebook.com/dmausa
• LinkedInlinkedin.com/company/dma

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Data & Marketing Association