IAB Europe News

IAB Europe White Paper: Digital Advertising Effectiveness

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:


Duncan Southgate, Global Brand Director, Media – Insights Division, Kantar

And the white paper contributors that provided content for this white paper:

Thomas Park, Senior Product Director, Adform
Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel
Bastiaan Spaans, SVP Commercial, Improve Digital
For more information please contact
Marie-Clare Puffett

Thank you for your interest in our article. We’d love to get in touch with you to find out how you are using our research. If you don’t mind us sending you an email to ask you if the article was helpful, then please enter your email address and download the report.

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