Measurement & Planning


(Registration 08:45 - 09:00)

IAB Headquarters, 67 - 68 Long Acre, London, WC2E 9JD

Ticket Types

IAB Member:

£450.00 + VAT

IAB Agency:

£380.00 + VAT

IAB Advertiser:

£380.00 + VAT


£550.00 + VAT

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Event Overview

Find out where display advertising is headed next, how strategic planning is used throughout the purchase funnel journey, the differences between brand and DR strategies; the technologies and solutions behind tracking and measurement. Plus, we'll cover different attribution methodologies and how to put these in place.

What will you learn?

  • The history and future of display advertising
  • Strategic planning and the purchase journey
  • Tracking and measuring digital activity
  • Various attribution methodologies

This course is perfect for...

  • Supply-side: Account Managers and Executives
  • Buy-side: Account Managers and Executives
  • Advertisers: Marketing Executives and Junior Marketing Managers


Welcome & breakfast

An introduction to display

A snapshot of how we got to where we are today in display advertising, covering the journey of an ad call, evolution of the display format and what’s next.

Digital planning & RTB buying

We’ll cover how to plan for digital, best practice to achieve maximum ROI and use of different data.

Coffee break

Branding on a DR medium

How has branding moved into the digital world? We’ll cover measuring effectiveness for display, native and video, while also drawing on examples of branding campaigns.

Lunch break

Measurement & analytics basics

We’ll explore how we can use cookies and pixels in measurement and tracking, best practice and what considerations are needed for in-app measurement.

The technology

How to use ad servers and web analytics tools in relation to measurement and analytics, including the pros and cons of full stack solutions.

Coffee break

Attribution methodologies

We’ll run through the different types of attribution available and how to pick the right solution for your needs.

Bringing it all together

A summary of the day, with discussion between members on what they learnt and any outstanding Q&A.

Meet the trainer

Danielle Stewart
Danielle Stewart
Senior Programmatic Consultant, The Programmatic Advisory
Danielle Stewart
Danielle Stewart
Senior Programmatic Consultant, The Programmatic Advisory

Our training is CPD accredited

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This training counts towards your continued professional development

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