IAB invites industry inputs on guide to help marketers act on MMM, incrementality and attribution data
New Delhi: The Interactive Advertising Bureau (IAB) has released a draft of its Cross-Channel Measurement Decision Guide for public comment. Marketers, agency teams and measurement partners can submit their feedback on it. Developed under IAB’s Project Eidos, the guide is meant to help brands use evidence from different measurement methods when deciding where to invest and how to optimise campaigns.
It starts from the business decision to be made rather than the metrics a team already has, and works back to the evidence best suited to inform that decision. It covers three widely used methods…
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