Measurement & Planning
(Registration 08:45 - 09:00)
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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
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.
We’ll cover how to plan for digital, best practice to achieve maximum ROI and use of different data.
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.
How to use ad servers and web analytics tools in relation to measurement and analytics, including the pros and cons of full stack solutions.
We’ll run through the different types of attribution available and how to pick the right solution for your needs.
A summary of the day, with discussion between members on what they learnt and any outstanding Q&A.