A 501(c)(3) nonprofit organization, the Marketing Accountability Standards Board (MASB), brings together marketers, measurement and media providers, industry associations and business academics for the common goal of increasing the contribution of the marketing function through the development of accountable marketing standards and practices that drive business growth.
The MASB board is comprised of a chair and directors who are senior marketing scientists and finance professionals from constituent organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement and have concern for the marketing community as a whole.
The MASB Mission
Establish marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.
Contributing to Global Brand Standards
In 2016, MASB joined ANSI (American National Standards Institute) in order to represent the United States on Technical Committee 289 of the International Organization for Standardization. MASB members have leading roles in ISO-TC289 working groups that are developing a host of standards for valuing and evaluating brands as intangible assets.
