Research & Thought Leadership

IAB Europe Report: Priorities for Digital Measurement

Findings from the IAB Europe Metrics and KPIs survey demonstrate stakeholder priorities for digital measurement.

Industry stakeholders state their priorities for attracting more brand advertising investment online as:

  • Gaining a better understanding of how online channels can work for brand advertising campaigns, both in combination with other media and alone, for brand advertising campaigns
  • Having the option to integrate data from online audience surveys with other media surveys to provide cross media evaluation
  • Establishing an industry-wide accepted online measurement currency for campaign planning and trading
  • Identifying an agreed core set of effectiveness KPIs such as brand awareness or purchase intent¬†

Download the report to find out more. 


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.

We promise we won’t spam you!


Become a Member Lost your password?