IAB Ad Effectiveness Study - Resource Center

Welcome to the IAB Ad Effectiveness Study Resource Center (www.iab.net/AdFX). This was created by popular demand by the IAB Research Council and publishers with the express intent of sharing knowledge and tools with publishers, agencies and vendors. The purpose of the IAB Ad Effectiveness Study section is to improve the quality and streamline the implementation of Ad Effectiveness Studies across the digital advertising ecosystem.

Below, you will find a downloadable Publisher Spec, Publisher Submission Form and Best Practices Checklist which will help you to smoothly conduct Ad Effectiveness Studies. Also available for download are the IAB’s two whitepapers on best practices for improving Ad Effectiveness Studies, along with a brief executive summary of the whitepapers for further understanding of the underlying problems with such studies that precipitated this work.

Click here to view the IAB webinar of the overview and walk-through of the IAB Ad Effectiveness Resource Center


PDF (144K)

Excel (13K)
Publisher Specs for Ad Effectiveness Studies
This pdf contains each publisher’s requirements and preferences for running Ad Effectiveness Studies. Please consult this when working with publishers on such studies and, when in doubt, contact the publisher directly. Publishers, please fill out the blue row in this excel file and send it to the IAB to add or update your specs. The IAB will update this doc manually each month and repost here.


Excel (12K)
Publisher Submission Form for Ad Effectiveness Studies
This excel file is a blank form to be downloaded, filled out and shared between a Publisher and an Agency when they are working together on an Ad Effectiveness Study.  The purpose of this document is to provide each party with the info they need while running the study in order to streamline the process.  Ideally, the publisher should receive this information at least 2 weeks prior to study launch.


PDF (62K)
IAB Checklist for Improving Ad Effectiveness Studies
This PDF file is a brief checklist of Best Practices for Agencies, Publishers and Vendors to follow when conducting Ad Effectiveness Studies.  Please consult this before starting an Ad Effectiveness Study.


PDF (148K)
Executive Summary of IAB Best Practices for Conducting Online Ad Effectiveness Research
This 12 slide Executive Summary is an easy to follow summary of the key issues in conducting Ad Effectiveness Studies and the IAB’s best practices in resolving them, based on the two IAB whitepapers on the topic.


PDF (365K)
IAB Whitepaper: An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet
This IAB whitepaper conducted by Dr. Paul Lavrakas provides an in-depth examination of some of the potential methodological flaws in Ad Effectiveness Studies and advises how best to avoid them.


PDF (297K)
IAB Whitepaper: Best Practices for Conducting Online Ad Effectiveness Research
This follow up IAB whitepaper conducted by Radar Research addresses the previously identified key issues in conducting Ad Effectiveness Studies and provides Best Practices on how to improve Ad Effectiveness Studies.