Measurement powers the digital advertising ecosystem. It’s the basis for knowing whether a target goal was achieved and how ads performed. The metrics generated are the standardized currency for our industry. IAB’s goals are to provide essential industry guidance on how to measure media and audiences across platforms amid changes in underlying technology as well as suggest best practices and guidelines for measurement and attribution, with considerations for addressability, brand safety, ad fraud, and privacy.
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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 quali...