The collection of data and the ability to measure online advertising campaigns is central to powering the digital advertising ecosystem. Measurement systems generate metrics that are the currency for buying and selling advertising. Standardized quality measurement is the basis for understanding how ads perform and if goals are met. With the current state of data being fragmented and with the impending loss of third-party cookies and identifiers, the industry faces significant measurement and attribution challenges.
IAB’s Measurement & Attribution Committee will meet to give updates, discuss current & future challenges that face our industry, and what types of solutions are being implemented.