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:
- Cross-media measurement
- Integration with programmatic tools
- 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.
