IAB to Effectiveness Researchers: You’re Doing It Wrong

Industry group outlines new best practices

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It’s no secret that digital ad measurement routinely results in a messy, convoluted data glut. The Interactive Advertising Bureau wants to change that.

This morning the IAB released its guide to best practices for conducting online ad effectiveness research. In plain English, it’s a set of rules for the industry to follow when measuring whether an online ad campaign actually worked.

The problem isn’t a simple one. Effectiveness research, which typically consists of analyzing the results of audience surveys, is plagued by “serious methodological limitations and irresponsible study management,” says Marissa Gluck, founder of Radar Research and author of the guide.

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