IAB-Europe Digital Ad effectiveness White Paper

whitePaper | May 30, 2022

Today’s pharma marketers are adapting their advertising strategies and investments in a world of digital choice. By embracing new online video and digital audio channels, advertisers are taking advantage of more precise targeting tactics, more efficiently reaching key patients and HCPs, and improving the overall ROI of their marketing investments.

whitePaper | July 13, 2023

For marketers, agencies and even CFOs, the answer to the first question is very likely “No.” The answer to the next two questions should, of course, be an emphatic “Yes.” A new study undertaken by InMarket, in cooperation with the CMO Council, provides real insights into the answers to these questions. It uncovers massive disparities in ad waste and optimization opportunities among advertisers in similar consumer categories. And it shows that rigorous, always-on use of attribution is a major factor in optimizing campaigns to gain significantly higher lift in incremental visits and sales from media spend.

whitePaper | March 15, 2023

In the wake of a looming recession, retail sales are falling and consumer spending is on the decline. In these tough times, marketers have to think smart if they want to generate a maximum return on investment from their ad dollars. How can you ensure that your upcoming campaigns generate the best outcomes for your audiences? Our new recession report will help you develop successful campaigns that maximize your return on marketing investment during an economic downturn. With an emphasis on consumer mindset, this guide highlights purchase patterns, outlines opportunities for growth and explains why contextual advertising is the best solution to tackle the uncertain future of digital advertising.

whitePaper | December 31, 2019

The 2019 IAB Europe Attitudes to Programmatic study highlights the following: There is a continued push for a quality and safe advertising environment Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low Talent and skills remain a barrier to investment.

whitePaper | July 27, 2020

As governments gradually remove pandemic induced restrictions and businesses begin to reopen, there’s a sense that we might be on the verge of returning to “normal.” That is unlikely. During the months of lockdown and self-isolation, we have been, in fact, writing a new future.

whitePaper | August 10, 2022

It’s critical for marketers to know if their campaigns are influencing behavior in response to an ad. But to really know if a campaign actually works, consumer response must be compared with those who hadn’t been exposed to the ad. This new study demonstrates the dramatic power of “ghost bidding” in revealing true campaign effectiveness. A large U.S.-based apparel company ran an extended ad campaign to a targeted audience. The difference? The company used demand-side platform technology to simultaneously expose and exclude identical user groups from viewing the ad. This A/B study used “ghost bidding”—withdrawing bids from the excluded group at the last moment—to plot the true effectiveness of display, video and audio ads, and demonstrated a powerful validation of marketing effectiveness.