• by Joe Mandese  @mp_joemandese, 63 minutes ago

As part of an effort to standardize measurement definition of the burgeoning “influencer marketing” marketplace, the Association of National Advertisers (ANA) this morning announced a new Influencer Marketing Advisory Board.

The board, which is chaired by Casey DePalma McCartney, senior director and head of public relations, digital engagement at Unilever, also includes senior marketing executives from Cigna, Hilton, Mastercard, Procter & Gamble, PUMA, Nationwide, Reckitt Benckiser, SAP, Sephora, and Target.

In addition to standardization, the ANA said the board’s goals include increasing “trust and transparency in influencer marketing by reducing fraud, improving measurement and spearheading industry commitments to advancing and improving the discipline.”

The ANA said the board was influenced by the findings of a recent association survey (see some findings above) indicating that measurement and “ROI” are the top challenges of influencer marketing. The survey also found 39% of its members are unsure about the impact of influencer marketing, because of the lack of accurate measurement.