IAB unveils measurement framework for digital ad effectiveness - NIMA

IAB unveils measurement framework for digital ad effectiveness

17 april 2020
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Marketers and media buyers have often struggled to measure the effectiveness of their digital advertising because of myriad definitions and methodologies, but now IAB Europe has stepped in to provide some clarity.

The industry association has announced the launch of its new Digital Advertising Effectiveness Measurement Framework, which it says will provide “a set of harmonised definitions, measures and metrics” aimed at resolving any “ongoing confusion”.

IAB Europe previously undertook an effectiveness measurement survey, the largest regional study of its kind, which involved senior executives from 14 major companies and specialist agencies providing measurement solutions across EMEA and globally.

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