The measurement of advertising effectiveness is steeped in a history of evolution and the introduction of digital channels has increased this pace of change.
This new IAB Europe white paper collates a range of industry measurement approaches along with general research findings and learnings in order to understand how the industry measures digital ad effectiveness and how digital media contributes to advertising success. The white paper also provides guidance and considerations, based on these learnings, for campaign measurement.
IAB Europe would like to thank the white paper leader that helped to edit and compile the final draft:
And the white paper contributors that provided content for this white paper: