How do we establish meaningful and consistent measures for content-based and native advertising that underpin digital trading currencies, and which allow the industry to evaluate the effectiveness of campaigns?
This was the question that the IAB UK’s Content & Native Council Measurement Working Group spent 2015 thinking about and discussing. It’s the question that has created this Green Paper.
The Council’s idea behind producing the Measurement Green Paper is not to present the industry with a blueprint for a consistent metrics system that acknowledges the value of audience engagement with content-based advertising beyond the hard impressions, clicks and views measures—the conventional digital ad trading driver. Rather, it gathers stakeholders’ perspectives, points of view, opinions and case studies, and is offered to help shape the conversation moving forward.