The industry body’s ongoing campaign suggests advertisers can better measure their own campaigns with metrics like brand safety and viewability.
In a short film called “Ditch the clickheads”, the Internet Advertising Bureau has urged advertisers to move away from click-through rates. The Valentines’ Day-themed video suggests advertisers should use alternative measurement metrics, such as attribution modelling that evaluates how different media interactions contribute to a sale or action.
Similarly, advertisers can use statistical tools to predict how all advertising activity translates into incremental sales. As a part of its ongoing campaign, the IAB has also offered a map depicting the different capabilities of online media owners.
The map shows media owners like Spotify and Twitter that offer different verification metrics that help brands accurately measure the number of people exposed to a certain campaign. These metrics include viewability, brand safety, ad fraud assessment and audience verification.
[3 minute read]