Marketing trade group the Association of National Advertisers has acquired data-driven marketing industry trade giant the Data & Marketing Association.

Financial terms of the deal were not publicly disclosed.


Formerly known as the Direct Marketing Association, DMA has been labeled by “60 Minutes” as “one of the most powerful lobbying groups in Washington,” representing 1,000 organizations including tech and data firms, marketers, service providers and media companies. Google, Facebook and Twitter are among member companies. The trade organization, which maintains offices in New York and Washington, D.C., was founded in 1917.

The merged organization effectively establishes the largest marketing/advertising trade association in U.S., with collective membership to total 2,000 member companies including ad agencies, media companies, law firms, consultancies, ad tech firms, service providers and national advertisers representing more than 20,000 brands.

The deal, which is scheduled to be formally completed on July 1, was approved today by ANA and DMA’s board of directors and remains subject to formal approval by DMA’s voting members.

ANA officials in a release said that DMA would henceforth become a division of ANA. The unit will continue to be led by DMA CEO Tom Benton.

ANA in January acquired nonprofit trade group the Word of Mouth Marketing Association.