IAB Australia review: measurement’s real gap is data, not methods
IAB Australia’s Future of Measurement review finds confidence high within individual channels but low on advertising’s collective impact, with respondents naming shared, standardized campaign data as the fix, not new measurement methods.
Why it matters. Agencies and media owners will push IAB Australia to adopt a shared campaign-data taxonomy, such as IAB US’s Campaign Data Standards 1.0, rather than build a new local standard.
Signal from podnews.net · IAB Australia · read the original.
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