IAB Europe’s Digital Measurement Priorities Report demonstrates that the priorities for driving brand investment into digital still lie in cross-media measurement and quality metrics.
The Report draws on a survey of 700+ buy and sell-side stakeholders from across Europe1. The results echo the findings of the first IAB Europe Digital Measurement Priorities Report2 highlighting that industry-wide solutions are to be found across these areas. This is particularly important in the context of the fact that digital ad spend now leads TV by over €7bn3 and investments in programmatic advertising continue to increase. The top three priorities coming out of the 2017 survey are:
To find out more about IAB Europe’s work in these key areas join the following events:
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