IAB Digital Ad Effectiveness Playbook - Dec. 17

Following the release and successful uptake of the Ad Effectiveness Glossary earlier in the year, this Playbook addresses topics from Getting the Basics Right through to Attribution.


Included are sections covering in-depth the following topics:

  • Getting the Basics Right
  • Hygiene factors
  • Attribution
  • Data quality
  • Marketing mix modelling
  • Brand
  • Last click measurement


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