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Online Ad Effectiveness Best Practices

Online ad effectiveness research is an important tool for marketers seeking to understand how their campaigns perform. However, it is challenged by serious methodological limitations. Questions around recruitment, sample bias and deployment are hampering the validity of this research and undermining the industry as a whole. The growth in online advertising spend requires sound measurement and reliable methodologies to prove effectiveness.

By examining each component of online ad effectiveness research, the IAB hopes to determine best practices along a range of methodologies. To accomplish the goals of developing and articulating best practices, the IAB commissioned Marissa Gluck of radarresearch. This document provides a set of recommendations so that the industry can develop more rigorous research while employing better standard operating procedures during the scientific inquiry . . .

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