IAB Europe Launches Digital Ad Measurement Framework

In Brussels, ad industry association IAB Europe has launched the first version of a framework of definitions and standards to support those who invest in digital media research.

Last year the organisation undertook a study with senior executives from measurement companies, and found a lack of common language or definitions across the industry. Accordingly the new framework aims to provide a set of definitions, measures and metrics across three areas of digital ad effectiveness measurement: media, brand and sales effectiveness.

In addition, the association's Research Committee and Effectiveness Measurement Task Force has worked with member measurement companies to produce a map of suppliers operating in these areas, aiming to enhance industry understanding of the research methodologies and products available.

CEO Townsend Feehan (pictured) comments: 'As most research companies use different definitions and methodologies, it can be confusing for stakeholders to understand what research they should undertake to measure their advertising effectiveness and be able to compare like with like. We believe a common 'lingua franca' and set of standards, as proposed within our framework, will remove this fragmentation and help accelerate more investment and understanding of digital advertising research'.

The Digital Advertising Effectiveness Measurement Framework is available to download from the IAB Europe web site here while IAB Europe is online at: www.iabeurope.eu .