The American Association of Advertising Agencies, commonly known as 4A's, is a prominent trade association representing the advertising agency business in the United States. It provides resources, advocacy, and support to its member agencies, which include some of the most influential advertising firms in the industry. The organization generates revenue through membership fees, events, and educational programs aimed at enhancing the skills and knowledge of advertising professionals. Founded in 1917, 4A's has a rich history of shaping industry standards and promoting ethical practices within the advertising community.