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. Resources/Whitepapers/8616c16d-be03-4a31-af2b-7aa440457f6b_IAB-Europe_Digital-Ad-effectiveness-White-Paper_September-2018-compressed.pdf
whitepaper
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. In order to understand how the industry measures digital ad effectiveness and how digital media contributes to advertising success, this white paper collates a range of industry measurement approaches along with general research findings and learnings. The white paper also provides guidance and considerations, based on these learnings, for campaign measurement. The first section of this white paper provides an overview of the history of evaluating advertising effectiveness. DOWNLOAD