IAB Calls for Measuring Advertising by Business Results, Beyond Platform Metrics.
The industry discuss how to connect exposure, care, sales and incrementality in a fragmented environment.
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What happened
The industry discuss how to connect exposure, care, sales and incrementality in a fragmented environment. The source presents this development in advertising: IAB Calls for Measuring Advertising by Business Results, Beyond Platform Metrics.
What changes
The new thing is to mix inventory, data, creativity and measurement: the format can no longer be analysed separate from its result.
Why it matters
It matters because it forces to connect creativity and means with real results rather than optimizing only intermediate metrics.
Implications for businesses
A Mexican company can test its approach with a controlled budget, a defined business metric and comparison against its current performance before expanding its investment.
One Rhino’s take
Creativity remains crucial, but now we have to live with automation, data and a measurement that can explain what's been changing in our business.
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