Ad Effectiveness Council

The Ad Effectiveness Council, was established in March 2017 to help industry identify and refine the best methods to assess the impact of advertising across different activities.  This Council explores how digital measurement data can be combined with other forms of media data to enhance cross media planning and buying.

The Council includes representatives from publishers, data agencies, media agencies, research companies and advertisers. The Council’s first piece of work was glossary on common ad effectiveness related terms and was followed by a comprehensive Digital Ad Effectiveness Playbook looking at different ways of measuring effectiveness and guidance on their usage.

In the first quarter of 2018 the Council will be investigating the role of creative in driving effective and efficient marketing outcomes. The Council will also help set the agenda for the IAB’s annual measurement conference MeasureUp along with the Audience Measurement Council. 


Ad Effectiveness Council members:

Olga Goncharova – Bench

Mark Duffy – Columbus

Nick Fishbourne – Dynata

Chris Evans – eBay

Lyall Sundel – Experian

Andy Ford – Facebook

Peter Fairbrother – Faster Horses Consulting

Patricia Neupauerova – Google

Georgia Woodburne – Inskin Media

Kirsten Riolo – Ipsos

Matt Soulsby – JBZ Digital

Mark Henning – Kantar

Tom Gregory – Lifesight

Paul Lui – LinkedIn

Michelle Francis – News

Jonathan Fox – Nine Entertainment

Adrian Lloyd – Oracle Data Cloud

Amelia Ward – PHD

Michelle Langly – REA Group

Jonathan Adhika – Roy Morgan

Emilia Millward – Seven

Sebastian Graham – Verizon Media

The IAB Australia Advertising Effectiveness Council has recently completed the following work:

Apply to join this IAB Council