IAB unveils best practices for online ad effectiveness research

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New York—The Interactive Advertising Bureau has released “Best Practices for Conducting Online Ad Effectiveness Research,” in collaboration with Radar Research and the IAB Research Advisory Board. The paper provides recommendations for online ad practitioners to follow while researching the effectiveness of online advertising. For example: Studies should include at least 200 respondents; campaigns should include at least 15 million impressions; and study questionnaires should take less than 10 minutes for respondents to complete (with four minutes or less being the “ideal” length).
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