IAB Calls for Measuring Advertising by Business Results, Beyond Platform Metrics
The industry is examining how to connect ad exposure, attention, sales and incremental results across a fragmented media landscape.
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What happened
The industry is examining how to connect ad exposure, attention, sales and incremental results across a fragmented media landscape.
What changes
Ad inventory, data, creative work and measurement need to be considered together rather than evaluating the format in isolation.
Why it matters
Connecting creative work and media spending to business outcomes is more useful than optimizing intermediate metrics alone.
Implications for businesses
A U.S. business should define the outcome it needs, then check whether its measurement can distinguish additional results from activity that would have occurred anyway.
Un Rino’s take
Creativity remains essential. Measurement should help explain what changed for the business, not simply produce more platform statistics.
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