What SeeHer does

SeeHer is a membership-based industry coalition launched in 2016 by the Association of National Advertisers (ANA) to increase the accurate representation of women and girls in marketing, media, and entertainment. It operates as a branded division of the ANA rather than an independent commercial entity, headquartered in New York with 11-50 employees. SeeHer's core product is the Gender Equality Measure (GEM®), the first data-driven, survey-based methodology for identifying and quantifying gender bias in advertising and programming; GEM® has been applied to more than 300,000 ads across 14 countries representing roughly 87% of worldwide ad spend. The product portfolio extends through GEM® sub-modules for advertising, programming, sales-attribution lift (developed with IRI/Circana), multicultural, digital, and publishing measurement, alongside the SeeHer Marketing Essentials Toolkit™, industry guides (Imagery Toolkit, #WriteHerRight API guide, SeeHer in Health Best Practice Guide), the SeeHer in Sports Scorecard powered by AT&T, awards programs, and the SeeHer Education Certificate Program with the ANA Educational Foundation.

The business model is a recurring membership- dues model: 260 dues-paying member companies from client-side marketers, agencies, and media companies, sitting within a wider coalition of 7,000+ brands representing $70 billion in ad spend. Go-to-market is sales-led direct outreach to enterprise marketers, supported by thought leadership, events (Cannes Lions, Critics Choice Awards), webinars, and partner referrals. In October 2025 the ANA consolidated SeeHer, AIMM, and its multicultural practice under the SeeAll Marketing Alliance (SAMA), unifying the dues-paying membership under one inclusive marketing practice. Strategic partners include IRI/Circana (attribution), Getty Images (visual storytelling), Gold House (API portrayal), Comscore (audience intelligence), dentsu (consumer research), NBCUniversal/Telemundo (Latina portrayal), Disney, Paramount, and Horowitz Research, among others.

Name

SeeHer

Legal name

SeeHer (a branded division of Association of National Advertisers)

Website

https://seeher.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

SeeHer is a membership-based industry coalition under the ANA that provides the GEM® measurement standard for quantifying gender bias in advertising and programming. It serves 7,000+ brands and 260 dues-paying member companies across marketing, media, and entertainment through research, toolkits, and education.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: SeeHer operates as a membership-based coalition. Companies join as member companies and pay dues to access proprietary research, GEM® reports, workshops, events, and other member benefits. The press release for SeeAll Marketing Alliance (SAMA) references 260 dues-paying members from AIMM and SeeHer combined. Membership tiers include client-side marketers, agencies, and media companies.
2. ANA Inclusive Marketing Practice (SAMA): SeeAll Marketing Alliance (SAMA) is a unified inclusive marketing practice under the ANA that brings together SeeHer, AIMM, and the ANA multicultural practice. SAMA provides a premium offering combining the member communities and delivers expanded capabilities including research, industry leadership, and growth-focused marketing services to ANA members.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels10 records

Core offering

SeeHer sells memberships in a global industry coalition aimed at increasing accurate portrayal of women and girls in advertising and media, anchored by its proprietary Gender Equality Measure (GEM®) research methodology that quantifies gender bias across ads, programming, digital video, publishing, and multicultural audiences. Members receive GEM® reports, the SeeHer Marketing Essentials Toolkit™, workshops, conferences, task-force participation, and access to specialized initiatives such as SeeHer in Sports, SeeHer Health, and SeeHer Hear Her. Complementary paid offerings include the SeeHer Education Certificate Program (in partnership with the ANA Educational Foundation) and the SeeHer in Sports Scorecard powered by AT&T.

Product overview

SeeHer is a coalition/movement organization launched in 2016 by the Association of National Advertisers (ANA) focused on increasing representation and accurate portrayal of women and girls to drive business growth. The core product is the Gender Equality Measure (GEM®), a data-driven methodology and global measurement standard for identifying gender bias in advertising and programming. GEM® encompasses multiple measurement sub-products including Advertising, Programming, Lift (sales attribution), Multicultural, Global (14 countries), Digital, and Publishing measurement modules. The organization offers the SeeHer Marketing Essentials Toolkit™ as a comprehensive set of insights and tools organized by communications planning framework. Additional products include specialized guides (Imagery Toolkit, #WriteHerRight API Guide, Health Best Practice Guide), the SeeHer in Sports Scorecard powered by AT&T, and various awards (ANA REGGIE Brand Catalyst GEM® Award, ANA B2 GEM® Award, ANA In-House Excellence GEM® Award, ANA Multicultural Awards). The SeeHer Education Certificate Program provides academic-industry training. The portfolio also includes initiatives (SeeHer in Sports, SeeHer Health, SeeHer Hear Her Task Force), campaigns (She Matters: Bottom Line), and member services providing research access, GEM testing, and industry engagement opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Gender Equality Measure (GEM®) The first data-driven research methodology that quantifies gender bias in advertising and programming using consumer survey reactions. It has measured 300,000+ ads representing 87% of worldwide ad spend across 14 countries and is the global measurement standard for gender equality in media. Sold via SeeHer membership to brand marketers, agencies, and media companies.
• SeeHer Marketing Essentials Toolkit™ A comprehensive turn-key set of data, insights, and tools organized by communications planning framework (Insights/Strategy, Creative Development, Implementation & Measurement) for member companies to create more gender-equal and effective marketing. Includes imagery, character, health, and sports guides.
• SeeHer Education Certificate Program Eight-module online professional certificate program combining Marketing and Gender Studies, delivered in partnership with the ANA Educational Foundation (AEF), targeted at university marketing students and early-career marketers to instill gender-equity practice from Day 1.
• SeeHer in Sports Scorecard, powered by AT&T An internal industry-benchmarked tool that allows individual brands and businesses to quantify their gender equity initiatives and programming across awareness, representation, and improvement in women's sports. Built in partnership with AT&T.
• SeeHer in Health Best Practice Guide Best-practice guide developed with Abbott, CVS Health, and healthcare marketing thought leader Cassandra Sinclair for engaging with and representing women in the full spectrum of healthcare marketing.
• SeeHer Membership Recurring dues-paying membership program providing access to proprietary GEM® research reports, white papers, webinars, case studies, GEM® testing, preferred pricing for workshops, member-only conferences, task force participation, and media sponsorship opportunities for brand marketers, agencies, and media companies.

Quantifiable outcome

• High GEM®-scoring ads deliver 5x to 10x incremental sales lift vs. low-scoring ads; creatives with GEM® scores >110 drove 10x higher sales lift than those with scores <110
• +6 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

22 partnerships are on record, tiered core, major and minor.

• Alliance for Inclusive and Multicultural Marketing (AIMM)coreStrategic or Co-development Partner · 7 October 2025AIMM and SeeHer have jointly operated for nearly 10 years. Both organizations are brought together under the SeeAll Marketing Alliance (SAMA), a unified inclusive marketing practice under the ANA. The combined membership represents 260 dues-paying member companies. The partnership unifies ANA's existing inclusive marketing entities for expanded offerings to marketers.
• IRIcoreStrategic or Co-development PartnerSeeHer partnered with IRI to analyze sales data of participating marketers using IRI Lift, along with viewership data, to measure the sales impact of GEM®-scored ad campaigns and programming. From this body of work, the GEM® Lift attribution methodology was created — a groundbreaking analysis correlating high GEM® scoring ads with incremental sales lift.
• Getty ImagescoreStrategic or Co-development PartnerSeeHer and Getty Images created the first guide to Inclusive Visual Storytelling for Women, later evolved into An Imagery Toolkit for Inclusive Visual Storytelling. The partnership provides guidance on portraying women across seven dimensions of identity (age, gender, race/ethnicity, sexual orientation, disability, body, and religion). Joint workshops were conducted with American Express, BlackRock, Goldman Sachs, Walmart, Citibank, and the broader ANA membership.
• Gold HousecoreStrategic or Co-development PartnerSeeHer and Gold House partnered on the first-of-its-kind #WriteHerRight API guide to provide storytellers with tools to create thoughtful, accurate, and nuanced portrayals of Asian Pacific Islander (API) women across marketing, media, and entertainment. Gold House is also a founding partner organization listed on SeeHer's website.
• The Female Quotient (TFQ)coreStrategic or Co-development PartnerThe Female Quotient, founded by SeeHer Co-founder Shelley Zalis, collaborates with SeeHer on the Level Up training program covering topics like the metaverse and digital inclusivity. TFQ and SeeHer co-host events and produce content supporting gender equality in marketing and media.
• CBS CorporationcoreStrategic or Co-development PartnerCBS has been at the forefront of using GEM® methodology for program research since 2018. In 2020, CBS adapted GEM® to develop a BIPOC metric assessing the value of racial representation in content choices. CBS represents one of SeeHer's most active media company partners, demonstrating how GEM® can be extended beyond gender to broader representation measurement.
• Circana (formerly IRI/Nielsen)majorStrategic or Co-development PartnerSeeHer partnered with Circana (formerly IRI) on the GEM Lift study and hosted a Cannes 2024 session 'GEM Lift: Turbocharging Sales Through Gender-Equal Advertising Strategies, with SeeHer & Circana' on the correlation between high GEM® scores and increased sales lift.
• ComscoremajorTechnology or IntegrationSeeHer and Comscore unveiled a groundbreaking partnership introducing an industry-first tool designed to revolutionize how marketers and agencies reach and engage consumers who champion gender equality. Featured in a webinar 'Transforming The Digital Landscape Through Gender Inclusive Audience Intelligence, with SeeHer and Comscore.'
• dentsumajorStrategic or Co-development PartnerSeeHer partnered with dentsu on a landmark study (2021, refreshed 2023) to understand consumers' attitudes around progress toward gender equality. dentsu co-presented at SeeHer events on 'Unleashing the Power of Gender Equitable Media & Advertising for Global Growth.' Also featured in sessions on LG Ads, Verizon, BravoCon, and inclusive media strategies.
• LG AdsminorStrategic or Co-development PartnerSeeHer partnered with LG Ads to present 'The Top 5 Gender Equality Media Planning Principles' webinar, exploring the transformative power of gender equality in media placements and how to maximize advertising impact through equitable content placement.
• StagwellmajorGTM or Marketing PartnerSeeHer is a regular participant at Stagwell's Sport Beach during Cannes Lions. Stagwell and SeeHer co-host panels on sports marketing, women's sports, and driving consumer dollars through SeeHer in Sports initiatives. The collaboration positions SeeHer within the sports and entertainment marketing ecosystem.
• GWI (Global Web Index)minorStrategic or Co-development PartnerSeeHer partnered with GWI on the 'ANA SeeHer Hear Me Roar: Global Perceptions of Gender Equality Among Girls' webinar celebrating International Day of The Girl, examining global perceptions of gender equality and the trajectory toward achieving it.
• Horowitz ResearchminorStrategic or Co-development PartnerSeeHer and Horowitz Research conducted the 'Passing the Gender Equality Vibe Check with Gen Z' study investigating how Gen Z perceives gender, identity, and brand representation. The research explores non-binary gender attitudes and brand messaging resonance with Gen Z consumers.
• Association of National Advertisers (ANA)coreStrategic or Co-development PartnerSeeHer was launched in 2016 by the ANA and operates as a branded division of the ANA. The ANA provides organizational infrastructure, membership base, and industry credibility. In October 2025, the ANA created the SeeAll Marketing Alliance (SAMA), unifying SeeHer with AIMM and the ANA multicultural practice under a single inclusive marketing practice led by ANA CEO Bob Liodice.
• ANA Educational Foundation (AEF)coreStrategic or Co-development PartnerAEF and SeeHer collaborated to create SeeHer Education, a first-of-its-kind professional certificate program combining Marketing and Gender Studies. Eight online modules can be used in part or entirety to earn the full certificate. The program is led by an Academic Advisory Board of university professors and aims to educate the next generation of marketing leaders on eliminating gender bias from Day 1 of their careers.
• ABX (Advertiser Benchmark Index)majorStrategic or Co-development PartnerSeeHer partnered with ABX on research examining the portrayal of men in advertising and how male-female character interactions affect female character perception. Results shared at the 2025 ANA SeeHer Brand Master's workshop session 'Missing The Modern Man In Ads.'
• NBCUniversal and TelemundomajorStrategic or Co-development PartnerNBCUniversal, Telemundo, and SeeHer collaborated on #WriteHerRight Latina Characters Storytelling Guide, providing guidance on accurate and nuanced portrayals of Latina women in storytelling. Part of the SeeHer Marketing Essentials Toolkit™.
• Disney AdvertisingmajorGTM or Marketing PartnerDisney Advertising participated in SeeHer March 2025 member summit discussing the power of accurate representation and women's sports. Presenters from Disney included Jacqueline Dobies, VP Revenue and Yield Management, discussing data-driven insights into explosive growth of women's sports fandom.
• Paramount AdvertisingmajorGTM or Marketing PartnerParamount Advertising featured at SeeHer March 2025 member meeting presenting on women's sports fandom and brand engagement opportunities. Representatives Mary Kate Calle (SVP, Audience Impact & Intelligence) and Sophia Ingram (Director, Audience Impact & Intelligence) led sessions on audience impact and intelligence.
• VerizonmajorGTM or Marketing PartnerVerizon (Nick Kelly, VP of Partnerships) participated in SeeHer March 2025 summit on the SHEconomy. Iris Meijer, Chief Product & Marketing Officer at Verizon Business, serves on the SeeHer Leadership Council. Verizon co-sponsored the 'Powering the Future of Women's Sports Marketing' webinar series.
• eos ProductsmajorGTM or Marketing PartnerSoyoung Kang, President of eos Products, serves on the SeeHer Leadership Council and was a featured speaker at the March 2025 SeeHer member summit. eos participated in sessions on authentic representation and brand engagement with female consumers.
• AbbottmajorGTM or Marketing PartnerVivek Mohan, Divisional Vice-President, Corporate Global Marketing at Abbott, serves on the SeeHer Leadership Council. Abbott collaborated on the SeeHer in Health Best Practice Guide, providing best practices for engaging with and representing women in healthcare marketing.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Geena Davis Institute on Gender in Media: The Geena Davis Institute researches and advocates for gender equity in entertainment and media through its See Jane program. It overlaps with SeeHer in the gender-portrayal measurement space but focuses more on scripted content than advertising creative.
• UN Women Unstereotype Alliance: The UN Women Unstereotype Alliance is a global industry coalition challenging harmful stereotypes in advertising. It is comparable in mission to SeeHer's GEM® but operates under UN governance rather than as a U.S. trade association division.
• Free The Work: Free The Work is a nonprofit talent database and inclusion platform for the advertising production ecosystem. It is comparable as a peer in the advertising inclusion space but focuses on production-side talent pipeline rather than creative measurement.

Broad incumbents

• Ipsos: Ipsos is a global market research incumbent offering advertising effectiveness, brand tracking, and consumer research services. It is comparable as a research vendor whose ad-effectiveness methodologies compete for member-side marketing budgets alongside GEM®.
• Kantar: Kantar is a global market research and analytics incumbent whose Link and equity-based ad-effectiveness offerings compete in adjacent measurement territory to GEM®. While not gender-specific, it overlaps with SeeHer's research and brand-effectiveness benchmarking work for major advertisers.
• Nielsen (NielsenIQ): Nielsen is a global audience measurement and analytics incumbent whose consumer research and ratings data underpin much of SeeHer's GEM® Programming scoring. It overlaps in audience measurement, top-rated show ranking, and the media planning/buying decisions SeeHer seeks to influence.

Direct peers

• Association of National Advertisers (ANA): ANA is SeeHer's parent organization and the largest U.S. advertising industry trade association with 1,600+ member companies. It is comparable as the umbrella entity that owns SeeHer's governance, membership infrastructure, and the broader SeeAll Marketing Alliance.
• Alliance for Inclusive and Multicultural Marketing (AIMM): AIMM is a direct peer of SeeHer, operating as a trade coalition advancing multicultural and inclusive marketing best practices. As of October 2025, AIMM was merged with SeeHer under the SeeAll Marketing Alliance (SAMA), making it the closest analog in mission, membership model, and ANA alignment.
• The Female Quotient (TFQ): Founded by SeeHer Co-Founder Shelley Zalis, TFQ is a direct peer operating as a gender-equity-focused media and events platform within the marketing industry. It co-produces content and events with SeeHer and shares overlapping membership and leadership.

Others

• Ad Council: The Ad Council is a nonprofit that produces public service advertising campaigns. While it is not a direct competitor, it overlaps with SeeHer as a coalition-style organization in the advertising ecosystem that convenes brands and agencies around social-impact initiatives.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights1 record

Customer concentration

• LinkedInlinkedin.com/company/seeher
• Instagraminstagram.com/seeher

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 SeeHer