Interactive Advertising Bureau
10 April 2019

IAB Europe’s new Digital Advertising Effectiveness Measurement Initiative aims to simplify measurement landscape for clients

For decades, marketers have used traditional channels such as print, radio, TV and outdoor to reach consumers. It’s an accepted fact that digital has disrupted this approach and whilst marketing has become more accountable,  the question of how to measure advertising effectiveness has become increasingly complex, particularly in the context of consumers interacting with brands across a fragmented media landscape and multiple devices.

IAB Europe’s new Effectiveness Measurement Framework initiative aims to provide clarity and transparency on the digital advertising measurement landscape.  The objective is to enhance understanding of the research methodologies and products available, as well as the key measurement challenges and expectations on the buy-side.

The project will be split into two phases:

Phase 1

IAB Europe’s Effectiveness Measurement Task Force will undertake a series of interviews with key practitioners from research and measurement suppliers in H1 2019. The results of the interviews will contribute towards the creation of a Digital Advertising Effectiveness Measurement Landscape graphic, and a white paper to provide clarity and transparency on brand and performance measurement methodologies using a common, easily understandable language.

The results of this first phase will be presented and discussed at IAB Europe’s annual event, Interact 2019. Interact is a must-attend conference for the digital advertising industry. For over 12 years, leading European advertisers, industry experts, agencies & media owners get inspired, meet, and share best practices. This year’s Interact will take place on 4-5 June in Warsaw, Poland and over 700 digital advertising leaders are expected.

Phase 2

Marketing and media directors will be interviewed to understand their measurement challenges and expectations. IAB Europe will then develop a Framework for measurement methodologies to help clients choose solutions to more easily match  their objectives. The Framework will include screening criteria to enable clients to select solutions with greater accuracy. The Framework will be developed in H2 2019.

The overall vision of the  framework is to become an informative and useful toolkit to help advertisers and agencies confidently select research methodologies, measurement suppliers and subsequent solutions to successfully measure their KPIs.

To find out more about this project and how to get involved please contact Marie-Clare Puffett (

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