IAB Europe Report: Digital Measurement Priorities

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:

  1. Cross-media measurement
  2. Integration with programmatic tools
  3. Viewability and brand safety for underpinning quality digital advertising

To find out more about IAB Europe’s work in these key areas join the following events:

  • IAB Europe panel at dmexco – Measurement and the Future of Digital Trading, 14th September. Find out more here.
  • IAB Europe Virtual Programmatic Day, 9th November. Find out more here.

Please click below and enter your details to download this Report.

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